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Xxv EDITION

A New Beginning Rooted in Strategic Repositioning

DESIGN TALK

Pria Rajput
Repositioning + Creative Strategist 

This Project not only refreshes spaces, but also repositions brands with precision. Firefly Edmonton came to us at a crossroads: an established restaurant in need of a new story, one that could captivate a younger, design-conscious audience without alienating its roots. The brief was bold. The constraints were real. Our team delivered a full-spectrum transformation, from naming and brand identity to spatial choreography and guest experience. The result? A magnetic new chapter, layered over a smartly edited architectural foundation. This Q&A unpacks how strategic clarity, creative restraint, and hands-on collaboration drove Firefly’s evolution.

Firefly was a complete brand and design transformation of an existing Edmonton restaurant. Our studio was brought in to conceptualize and deliver a new identity, from naming and visual branding to spatial design and guest experience. The client needed a refreshed presence that could resonate with a younger, design-conscious audience while staying approachable. The challenge was working within the constraints of an existing layout and infrastructure.

PRIA:

What was the scope of the Firefly project?

KIA:

As a repositioning strategist, my first step was to assess what could be salvaged. This included not only the physical assets but also any positive brand perceptions. We identified elements that could be retained or elevated to stretch the budget without sacrificing impact. Existing millwork, lighting points, and kitchen infrastructure were carefully evaluated. Instead of demolishing everything, we layered a bold new brand over an edited architectural base. This allowed us to deliver something fresh while preserving past investments.

PRIA:

How did you approach repositioning an existing restaurant instead of starting from scratch?

KIA:

Firefly was highly collaborative from day one. We worked hand in hand with the owners, who were closely involved in shaping the new direction. Our trade partners played a key role in translating design intent into reality. By aligning early on design and construction timelines, we stayed agile when supply chain or cost changes emerged. Clear communication, weekly check-ins, and shared goals helped us deliver a well-executed space with minimal friction.

PRIA:

What role did collaboration play in the success of this project?

KIA:

We treated design as an operational asset. That meant setting clear financial and timeline boundaries from the outset and working creatively within them. We pre-sourced materials, built in alternatives, and leaned into multipurpose design features. Custom finishes were used only where they delivered maximum brand value. By tracking the design and build phases together, we avoided delays and opened on schedule, within the approved budget.

PRIA:

How did you ensure the project stayed on budget and on timeline?

KIA:

“Repositioning is an opportunity to revive your brand and unlock new potential without starting from zero. With the right creative partner, you can stretch your investment, elevate the experience, and drive meaningful returns.”

Firefly was created as a story-led brand, not just a designed space. We introduced a playful yet moody palette, layered textures, and purposeful lighting zones to shift the energy throughout the day. Every guest-facing detail, from signage to uniforms to digital menus, was designed to express the brand consistently. In Edmonton’s growing food scene, we wanted Firefly to stand out as a magnetic, community-first destination with a strong point of view.

PRIA:

What differentiated your design concept for Firefly from others in the market?

KIA:

Repositioning is a strategic move. It’s an opportunity to revive your brand, optimize your footprint, and attract a new customer base without starting over. With the right creative partner, you can generate strong returns while staying grounded in reality. We approach every project with a balance of creativity and practicality, ensuring the outcome supports not only your vision but your bottom line.

PRIA:

What would you say to developers or restaurant owners considering a repositioning project?

KIA:

This Project not only refreshes spaces, but also repositions brands with precision. Firefly Edmonton came to us at a crossroads: an established restaurant in need of a new story, one that could captivate a younger, design-conscious audience without alienating its roots. The brief was bold. The constraints were real. Our team delivered a full-spectrum transformation, from naming and brand identity to spatial choreography and guest experience. The result? A magnetic new chapter, layered over a smartly edited architectural foundation. This Q&A unpacks how strategic clarity, creative restraint, and hands-on collaboration drove Firefly’s evolution.

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