Award

Lookout Ridge, Canmore, AB 6 | J U N E 2 0 2 3 METAFOR P H OTO G R A P H Y BY W I K TO R S KU P I N S K I / L AT I T U D E P H OTO G R A P H Y With its new rebrand, Metafor honours its past while embracing a brighter future by NATALIE BRUCKNER | photography courtesy METAFOR D esign, like everything in life, is in a constant state of evolution. It is this transformative process that enables architecture to affect society in a profound and meaningful manner, sculpt- ing our built environment and forging deeper connections with its inhabitants. To meet the constantly evolving needs of society, architecture must constantly innovate and adapt – a sentiment that resonates deeply with Calgary-based Metafor. Last year, Metafor (formerly MTA and Marshall Tittemore Architects, respectively) found itself at a crossroads, with a unique opportunity to leverage its extensive 22 years of experience in a variety of settings, from urban and rural areas to Indigenous lands and city districts throughout Western Canada. Moreover, the studio had forged strong partnerships over more than two decades with national and international architectural firms and clients, result- ing in numerous award-winning and world-class projects. At the core of Metafor's human-centric approach lies a deep sense of responsibility to create a more inclusive and accessible society for all, while simultaneously ensuring the longevity and resilience of their designs. Metafor is dedicated to utilizing their craft as a means of shaping a socially just, more sustainable future for generations to come. Upon getting to know the team at Metafor, it becomes evident that their driv- ing force is a deep-seated commitment to doing what is right. This sense of loyal stewardship stems from their unwavering commitment to the community. With a steadfast focus on physiological and psychological health and safety, as well as proven sustainable practices, Metafor elevates these concepts as a cornerstone of their design philosophy. In keeping with the concept of evolution, Metafor has this month undergone a purposeful rebrand that involves not only a change of name but a new identity, message, and mantra. This rebrand reflects the studio's desire to better define its core values, vision, and niche. With this impressive legacy and brand equity, Metafor was determined to build upon its momentum under new leadership and capitalize on untapped business potential. Thus, the studio embarked on a rebirth to honour its past, while embracing a brighter future. Metafor has always been known for its visionary approach, but with the rebrand it now has a clear direction for the challenges ahead. With a renewed focus on socially and sustainably-focused projects, the company is poised to lead the way towards a better future. The leadership team's unwavering com- mitment to these values is evident in their ambitious goal to collaborate on such projects by 2029 – a timeline that aligns perfectly with the broader 2030 goals set by the Canadian government and private development firms. By building on its past successes and taking bold steps towards a sustainable future, Metafor is demonstrating its leadership in both the business world and society at large. Better an Today Making Tomorrow

• Cover