This Devonian Properties master-planned community was tailored to meet the unique needs of Fort McMurry’s residents. Fort McMurry, Alberta Canada. Kirk was trying to achieve a sense history, early settler, and turn of the century explorers in and around Fort McMurry, it’s early days traveling the Athabasca and the Clearwater rivers. I was struck by the history of the region and river trade, travel. I visited the local maritime museum and became overwhelmed by the bold entrepreneur spirit of these hearty waterway pioneers. deciding the visual brand needed to have a strong nautical approach and it became the main reference point in the designing of this project. The design needed to be contained in the shape of a ship steering wheel and compass points, with figures of boatsman in the riverboat on the endless river illustrated in a silhouetted style composition. Visually, I feel that the brand identity captured the essence and the historical reference of the pioneering spirit of Fort McMurry. With the brand appeal being geared towards the hardy people that call Fort McMurry home, and the targeted demographic, blue collar and hard working.