Alberta Ave
A new chapter
Rebranding Alberta Avenue
A community-led journey to a new identity for 118 Avenue.
About this project
Letting the Avenue tell its own story
Alberta Avenue is one of Edmonton's most culturally diverse and entrepreneurial corridors — home to over 250 businesses and tens of thousands of residents.
For years it carried the Avenue of Champions name, tied to Edmonton's sporting legacy. That era has passed, and the community on 118 today is more diverse and layered than any single era could capture. In 2023, AABA set out on more than two years of research and community conversation about who we are and what we want Alberta Avenue to mean.
The journey so far
March 2023
The conversation starts
A question about the Avenue of Champions lamp-post figurines opens a bigger one: who does the Avenue want to be?
August 2023
Honouring the legacy
AABA meets the Edmonton Heritage Council and Explore Edmonton; the project is approved for Neighbourhood Revitalization funding.
March 2024
Community engagement
Over 60 community representatives share perspectives, and a committee forms.
June 2024
Committee established
The Rebrand the Ave Committee is formalized, representing leagues, cultural groups, businesses, schools and social services.
November 2024
World Café workshop
Residents, owners and partners share input on the Avenue's identity.
November 2025
Research findings
MacEwan University research with up to 400 respondents points to an identity rooted in multicultural character.
January 2026
Identity ratified
The committee ratifies a core brand identity and supporting identity layers.
What comes next
From identity to visual system
AABA is selecting a design firm to create the logo, colours, typography and guidelines. The new brand will be unveiled at a public launch on 118 Avenue, followed by updated signage, public art and beautification.
