Esker Foundation

As the lead strategist and designer, I was responsible for the full branding and launch of the Esker Foundation—a contemporary art gallery established to transform Calgary’s cultural landscape. From the earliest stages of the project, I worked closely with the founders to articulate a vision that reflected Esker’s unique positioning: a privately funded public gallery dedicated to thought-provoking, boundary-pushing contemporary art.

The branding process began with in-depth research and strategic positioning to define Esker’s identity as more than just a gallery—it would be a catalyst for dialogue, community connection, and contemporary thought. The name “Esker,” referencing a winding glacial landform, symbolized layered meaning, fluidity, and the reshaping of terrain—paralleling the Foundation’s commitment to reshaping perspectives through art.

I developed a visual identity system that balanced quiet sophistication with contemporary edge: minimalist typography, stark yet warm design choices, and a palette that let the artwork and architectural space speak. Every touchpoint—from signage and environmental graphics to print materials, digital platforms, and exhibition collateral—was crafted to reflect the Esker Foundation’s values: accessibility, intellectual rigour, and aesthetic clarity.

The brand launch included a coordinated campaign to introduce Esker to local and national audiences, ensuring alignment across curatorial voice, visitor experience, and community engagement. The result was a seamless and distinctive brand presence that established Esker Foundation not only as a major new player in Canada’s art scene, but as an institution with a clear, resonant identity from day one.

Responsibilities

• Gallery naming and brand development
• Marketing and communication strategy
• Creative direction
• Visual identity design
• Publication design
• Website development management
• Gallery launch planning
• Social media strategy