Kensington Kafe

Creative Brief and Scope of Work

Kensington has grown and expanded just as the city of Calgary has over the years. It is a predominantly important part of the city's history, extending as far back as the 1920s. The rich culture that has been cultivated around the area through the years is evident in the community it built.

The district of Kensington boasts of having the best and most unique experiences from a wide variety of activities like shopping, entertainment, and food (restaurants, bars, cafés). All these delightful boutiques and shops offered in Kensington have made the area a top choice for local Calgarians to meet, hang out, enjoy and have fun. It has a fantastic trendy collection of vibrant streets that makes the neighborhood a perfect visual feast for your to stroll.  Kensington is pretty unique in its vibe in all facets hence being named as one of the popular destinations for tourists and locals to enjoy the inner city. All these services offered along Kensington have made the area suitable for Calgarians and tourists to enjoy. 

As Calgary grew and developed, Kensington has also flourished to include modern buildings while preserving its historic character.

Creative Concept

Our main goal for the project is to create a useful interactive map as a city resource for our target audiences to experience the best of Kensington. Our team of creators will work collaboratively bringing to the table our core digital skills in Web Development, Graphic Design, and Filming & Video Production. 

To be able to reach our target audience, we know we need to delve into their online consumption, and with much thought and planning, we have focused on strong social amplification. Our interactive map is definitely going to be a useful tool to navigate the Kensington district as it has the following features:

  • Easy-to-navigate directory with creative labels & pop-ups

  • A well-detailed description of each featured location:

    • Shop hours

    • Address

    • Open and closing hours

    • Contact details

  • Creative pins and icons that highlight the best possible experience audience is searching for (Instagram-worthy, budget-friendly, easily accessible, etc)

  • Clear legend and sortable menu for a user-friendly interaction

  • Each location will pull live reviews

  • Map’s featured location will have direct links to social 

To reach our target audience on different social platforms (specifically Facebook, Instagram, and YouTube), we’ve laid out content ideas that we can produce in graphic designs (carousels, landscape, and vertical image posts) and cinematic videos (vertical and landscape 15secs - 60secs formats). These social assets will be used to drive engagement and traffic to the interactive map website.

Deliverables

Based on the concept and target audience that has been identified, we have identified the deliverable(s) for this project.


  • An interactive map site listing featuring the "Top Cafes" along the Kensington district.

  • Minimum 3-6 webpages intuitively designed for the target audience

2. 8 Social media graphics - for feed posts and stories

3. 16 Hero videos for the featured cafés

  • Landscape 1-min highlight hero videos for Youtube and social feed (8 videos)

  • Repurposed 15-30s video content cutdowns for social media amplification (8 videos)

My Role

Spearheaded the project plan, content creation and strategy, film production and editing of videos.

Target Audiences

We would love to think that Kensington is for everyone, but for this project, our primary target audience will primarily be college and post-secondary students of Calgary, ages 18+, and tourists as our secondary audience. 

Skip to Videos