Red Deer's Identity Project

The City identified the need to set Red Deer apart from other communities and promote our community in a consistent way. Since 2013, we have been working with citizens and key community partners to focus our message and together, we’ve developed a microsite; fresh, new photos; a community story; and now a series of videos.

We are Red Deer Videos

We’ve been gathering footage of Red Deer’s all-season activities, special spaces and spirit for more than a year – now we have a new video promoting our city and you’re invited to be part of the launch. Join us at 1 p.m. on Thursday, Dec. 1 at the Collicutt, Dawe or City Hall to be among the first to see our new video, the 2:25 min feature We are Red Deer.

It will go live at and on at 1:15 p.m. on December 1.

Be sure to share the video on social media, use the hashtag #wearereddeer to spread the word and you could win one of two prize packs!

Community Story (pdf)

Watch our citizens reading the story in this video

Red Deer is a centred city, uniquely connected.

Our promise is real balance. We work hard and make living easy. An active city rooted in an expansive park, here you’ll find balance like nowhere else. Step out your door and onto a nature trail. Step up the ladder and onto your path to prosperity.

Our attitude is all in. We pitch in, we chime in and we’re all in, especially when it comes to building our community. We work together to make our city better.

Our legacy is our path. Our history is steeped in the character of inspired leaders who carved paths to the river’s edge — and built bridges over it. We’ve earned our reputation for entrepreneurialism. Innovation is in our DNA.

Our possibility is welcoming. Our inclusive and diverse nature attracts those who appreciate a modern city that still retains its small town charm. 


Red Deer City Council identified the need to uncover our community identity out of the strategic planning process in 2012. Identity began as one of the City charters, in order to set ourselves apart from other communities and promote the city in a consistent way. Every day we compete with other cities to attract residents, visitors, and businesses who want to set up shop. An authentic community story will also instil civic pride and a feeling of belonging in residents who feel connected to the story and feel proud to tell others about the place they call home.

What is a community narrative or community story?

Our collective story is derived from our community’s history, traditions, and values. It reflects the spirit of our residents who are proud to call Red Deer home, and points to our future, as invested citizens work towards realizing our promising potential. 

How can we use this narrative?

It can help The City and community partners drive economic development and tourism; attract new residents, customers, students or workers; and instil community pride.

Who are our community partners?

Partners include Westerner Park, Red Deer & District Chamber of Commerce, Red Deer Downtown Business Association, Red Deer College, Tourism Red Deer, 2019 Canada Winter Games and the Red Deer Airport.