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BC Place 2011 REBRAND 100 > merit

Enterprise Rebrand
Country Base: Canada
Industry/Sector: Events, Entertainment, Leisure, Sports, Place Branding, Conventions and Exhibitions
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
Built in 1983, BC Place has hosted some of Canada’s most significant events including Expo '86 and the 2010 Winter Olympic Games. This stadium holds 60,000 and serves as a sport and entertainment complex that competes with other modern venues of a similar nature.

Despite BC Place’s legacy, the building and brand was dated and had become perceived as an institutional structure. A major facility renovation began in Spring 2010. In addition, research showed that over the last decade the attraction of shared public experiences now had to compete with an exploding world of technology based entertainment options.

A rebrand was launched to support the rebirth of BC Place. Coming from the brand idea “Your Place to Shine”, the look and feel captures the essence and allure of live events, inviting the public to partake in these unique shared experiences. BC Place was repositioned as an exciting and modern destination for entertainment.

Since January 2010, the public has enthusiastically embraced BC Place’s rebrand and there has been positive media feedback. Currently in phase two of renovations, it has acquired the Vancouver Whitecaps and retained the BC Lions football team as permanent tenants; both of which have adopted elements of the branding platform.


Client: BC Place -

Brand Strategists/Designers: Karacters Design Group -


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