As Creative Director, I created a brand identity for Toronto’s Leslieville neighborhood, helping foster a sense of community pride and cultural distinction.
Community-Driven Branding
Leslieville was an up-and-coming Toronto neighborhood. The Leslieville Business Improvement Area (BIA) hired us to build a brand that locals could unite behind. I led a collaborative design process built on ideas and experiences from businesses and residents. Through workshops and online polls, we created a logo featuring a stylized park bench—a symbol of public gathering and friendship.
Branded Benches for Lasting Impact
Beyond the logo, we reinforced the brand identity with tangible neighborhood markers. The BIA installed 30 branded park benches across Leslieville, turning an everyday object into a recognizable symbol of community pride. The logo and benches are now iconic, featured on T-shirts, buttons, and coffee cups, solidifying Leslieville’s place as a cultural hotspot in Toronto.