Daughter Creative

The results are in. Calgary Economic Development recently reported that Calgary’s story is shifting in a big way. Since the launch of Blue Sky City, we’re finally telling our own story. 

Across Canada and the U.S., Calgary is increasingly seen as a place that’s vibrant. Innovative. Inclusive. Creative. Optimistic.

It’s not just a good place to visit, but a place to build a life:
✨ A place to belong
✨ A place to grow
✨ A place that feels possible

Calgary is showing up differently, and people are starting to see it.

Meet .ca —your North Star for what to watch next in theatres. ⭐

For film buffs and casual moviegoers alike, we built a scout-inspired brand system that brings a sense of direction (and a little adventure) to discovery. The concave letterforms subtly mirror the curve of the big screen, while the North Star icon does what it’s always done—guiding your journey—only this time, toward your next favourite movie.

Each genre earns its own custom icon, inspired by classic scout badges, because your taste deserves a few merits. The colour palette was also intentionally chosen to stand apart—leaning into rich forest greens, starlight yellow, and bold hits of blue and orange. A clear departure from the familiar streaming palette of blues, whites, and reds, it reflects what MovieScout is all about: theatrical discovery, not more of the same.

Less wandering. More discovering.