The Mission
In 2014, Calgary Stampede launched CS Mercantile to be the flagship provider of an exquisite collection of urban-western apparel, stylish home decor and sweets that delighted the senses. Each piece of the collection was selected exclusively for Calgary Stampede 2014 by internationally renowned designer Paul Hardy.
CS Mercantile was not only designed to tell the stories of Paul Hardy’s unique western products, but to celebrate the rural history of the Calgary Stampede and the vibrancy of the city. The overall goal for Design4Change was to illustrate the passion for the stories that represent CS Mercantile in a way that captures three new target markets that had previously not been entertained by the Stampede experience: The Country Acoustic, The Traditionalist, and The International Traveler. 

Our Approach
The vision provided by Calgary Stampede allowed Design4Change to create and establish a unique and modern visual brand identity that would be foundational for CS Mercantile while staying true to the values of the Calgary Stampede family. 

Refined. Reimagined. Reborn. 
To increase the visibility of the CS Mercantile line to existing and new markets, Calgary Stampede and Design4Change created an experience to be desired and shared both internally and with the public. 

This was achieved through teaser promotional ads in Avenue Magazine, corporate and individual invitations to an exclusive preview of the merchandise, a website with eCommerce incorporated to support the online shopping experience and a promotional video to capture the birth of the CS Mercantile brand. 

The Results
The creation and development of foundational brand material and marketing collateral provided Calgary Stampede with a ready-to-go resource, supporting the operations of CS Mercantile during the 10 days of the greatest outdoor show on earth!