Where Rivers and Stories Converge:
The Design Journey Behind The Confluence Rebrand
Designing Convergence
Working on the rebrand for The Confluence Historic Site and Parkland was a profoundly meaningful experience, balancing the responsibility of honouring its complex past with the privilege of helping to shape its future. It presented a unique design challenge, requiring sensitivity to the site’s diverse narratives and stakeholders: the RCMP, Indigenous communities, local residents, as well as Fort Calgary’s leadership and staff. The task was to create an identity that could harmonize these voices, bridging Indigenous histories with colonial legacies, and fostering a sense of place that honours the past while embracing the future.
Formerly Known as Fort Calgary: A Story Only Partly Told
The Confluence Historic Site and Parkland, formerly known as Fort Calgary, is located at the meeting point of the Bow and Elbow rivers. For centuries, it has been a place where narratives intersect—where Indigenous Peoples gathered long before the North-West Mounted Police (NWMP) built their fort in 1875, and where the city of Calgary itself began to take shape. Yet, for far too long, the focus had been on only one part of the story—the colonial one.
While the NWMP and the establishment of modern Calgary are integral parts of this site’s history, a larger portion of the story was missing. The team at The Confluence recognized the need to expand the narrative and embrace the full depth and richness of this sacred place, leading to the decision to rebrand.
Collaborative Journey: Engagement and Strategy Development
The rebranding process began with a comprehensive engagement phase, led by Stormy Lake Consulting. Over 1,500 stakeholders, including Indigenous communities, the RCMP, and local residents participated in workshops, consultations, surveys, and one-on-one discussions. This extensive engagement process was crucial in shaping the strategic direction and would serve as the foundation for the visual identity and all subsequent branding efforts.
A New Name: Reflecting a Broader Narrative
As the strategy work progressed, it became clear that a new name was necessary, as the existing name did not serve the broader purpose of representing the site’s multifaceted histories.
The new name—The Confluence Historic Site & Parkland—not only references the geographical confluence of the Bow and Elbow rivers but also signifies the site’s role as a caretaker of the land and its stories. Equally significant was the inclusion of the Blackfoot name I’táámito’táaattsiiyio’pi (Eeh-daah-mee-doh-daat-tsee-yoop), meaning “harmonious meeting place.” This name anchored the site in its Indigenous roots, bringing a long-overdue recognition of the land’s deep cultural legacy.
Cultural Sensitivity: Finding Common Ground Beyond Symbolism
With the strategic foundation and new name in place, the design work began. Initially, exploring established cultural symbols and aesthetics seemed promising, but these avenues ultimately proved inadequate, as I found myself grappling with the weight of representing a multitude of histories and perspectives, each demanding recognition.
Then, I recalled a lyric from the band Nada Surf: “The stars are indifferent to astronomy, and all that we think we know.” It was a simple yet profound reminder.
The people who gathered at The Confluence, regardless of what brought them to this place, were part of something that transcended their individual stories, cultural remnants, and the interpretations we apply to them. The land, the rivers, the gathering of people, the passage of time—these things remained constant and indifferent to the narratives that surround them today.
It was a liberating realization which led to the conscious decision to let go of specific cultural associations and instead capture the essence of the place itself—the enduring natural elements and shared human experiences that transcend cultural boundaries. The design needed to reflect not the individual threads of history but the underlying fabric that connects us all to this place. After a rigorous couple of months of exploration, the core identity components were finally completed.
A Fluid Visual Identity: The Confluence of Nature and Humanity
The logo, a topographic view of the rivers’ confluence rendered in the style of a fingerprint, became the foundation of the visual identity. It represents not only the physical landscape but also the metaphorical convergence of peoples, stories, and time. The wordmark features custom letterforms that connect and curve, echoing the flow of the rivers. It’s evocative while remaining legible, and connects to the logo to create a cohesive visual language. The colour palette, inspired by the area’s natural environment, reinforces the connection to the landscape.
The Role of Identity: A Framework for Connection
The visual identity spans multiple touchpoints, including interior and exterior signage, interpretive displays, printed materials, digital communications, and the overall visitor experience. Reflecting the complexity of the site’s history, the new brand is more than the sum of its parts. It illustrates how design can enhance connection and understanding, creating space for fresh narratives and fostering ongoing engagement with the site’s evolving story.