Primary Goals & Objectives

Capital Region Housing (now Civida) has a long history of promoting affordable housing options—with roots that can be traced back to 1970. Today, it’s the largest provider of social and near-market housing in the Edmonton region.

Eager to breathe new life into a dated brand, Capital Region Housing approached g[squared] to construct a refreshed identity that encompassed its mission and vision.

The process

To ensure alignment between the client’s external identity and internal goals, g[squared] developed a marketing strategy, performed a calculated rebrand and tactically executed a wide range of deliverables. This included a fresh, new name—Civida—as well as a new logo, tagline, signage, marketing materials, website, a crisis management plan and more. Each of these initiatives was executed following a well-informed and masterfully crafted marketing strategy.


  • Research
  • Branding strategy
  • Company re-naming
  • Identity development
  • Stationary package
  • Key messages
  • Marketing materials
  • Event materials and support
  • Signage
  • Website
  • Internal Communications Plan
  • Crisis Management Plan