CBC’s Local Service Expansion mandate was a large-scale investment in local journalism, aimed at growing audiences for CBC News by adding up to 30 local journalists across multiple Canadian communities, with a focus on Western Canada.

To drive engagement and inform Canadians about CBC’s expansion in their communities, we created over 700 assets across print, digital, and video formats. Multiple creative concepts were developed using the provided copy, and the final creative was adapted across 29 sizes for each of the 25 regions. A key part of the design process was ensuring the final concept scaled effectively across every spec while accommodating copy that varied in length depending on the region’s name.