Design as a force for community empowerment

Client: DIALOG

Project: EVOKE and ASPIRE Campaigns

Timeline: 2017


DIALOG is powered by designers across countless fields, who believe in the power of built form to meaningfully improve the well-being of our communities and the environment that we all share.

1. The Challenge

To showcase DIALOG’s finest work while communicating the core values of the company both internally to staff and externally to stakeholders.

When you are designing some of the most interesting and innovative architectural projects across Canada, how do you capture the essence of those buildings? How does a thoughtfully designed structure affect its end users? This is something we had to thoughtfully encapsulate.

With studios in Edmonton, Calgary, Vancouver, Toronto and now San Francisco, DIALOG prides itself on a workplace culture that thrives off of an ability to collaborate between all of its locations. Having a well-rounded team is one of DIALOG’s top priorities as they continually strive to be a dynamic and versatile firm. With a talented roster of designers, DIALOG is a leader in its industry.

2. The Idea

The “EVOKE” campaign was born out of a desire to showcase what DIALOG does. This campaign seeks to ‘evoke dialog’ by gaining insight from an end user as to how their daily life is affected by a building, space or a project that DIALOG has worked on. This campaign took place across Canada in all of their studios, with our team leading the Edmonton and Calgary portion.

When considering how to share a piece of the workplace culture that DIALOG proudly represents with the outside world and prospective new talent, another event called, “ASPIRE,” was created. This two-day experimental occasion brought 5 people from each studio together in Calgary to discuss some of the firm’s best projects. Through this event, they sought not only to learn and inspire one another but also to open their work for external expert audiences to critique.

3. The Approach

For EVOKE, we sought to create videos that help DIALOG to convey thoughtfully curated, authentic stories told from the point of view of end-users. By recording short interviews with these users, and following them for a couple of days, we were able to capture their interaction within these spaces and string together short 2-minute videos. Thinking of potential clients as one of the key audiences of this project, we focused on the details that make thoughtful-design a game-changer for end users.

As for ASPIRE, we traveled to Calgary to capture the two-day event in its entirety, following all participants throughout their presentations, discussions, panels, brainstorms, and more. One of our biggest priorities for this event was to capture the energy and vibrancy that DIALOG offers to potential employees with career development opportunities like this one. More importantly, we wanted to capture the sense of ownership and inspiration that is created when working side by side with peers.

St. Joseph’s Seminary, Edmonton Alberta. Photographs by DIALOG

4. The Results

Our videos have been at the forefront of the material that DIALOG uses on both their landing page, as well as their social media channels.

This has provided DIALOG with the ability to confidently share stories about their work, their people, and why they are a great company to work for and work with.

Our continued collaboration has meant multiple trips between the Edmonton and Calgary studios and introduced us to leading-edge design projects like the McCain tower at Foothills Medical Centre, the Walterdale Bridge, and many more.

5. The Creative

Below are two samples of the EVOKE campaign, as well as the event video we produced for ASPIRE.

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