Scarborough Proud
Creating a brand that celebrates the culture, community, and diversity of Scarborough.
Scarborough Proud is a collaboration between Choice Properties and a series of non-profit organizations that serve the area. To kick-off its opening, Choice spearheaded a 6-week activation series that transformed Golden Mile Plaza, a mixed-use community at the gateway of the Golden Mile on the new Eglinton-Crosstown LRT, into a gathering space for the local community to connect and celebrate.
Recognizing the need for a unique visual identity for their opening event, Choice Properties reached out to Puncture to create a brand that aimed to capture Scarborough’s rich and multicultural community.
Industry
Corporate
Service
BrandingDigital
The team at Choice Properties worked with Puncture to create a unique brand identity for Scarborough Proud that celebrates the borough’s vibrant culture. The brand was inspired by two central themes: authenticity and belongingness. The foundation of the system uses bright colours, bold typography, and dynamic shapes inspired by the multicultural community.
The design highlighted the area’s rich and playful nature and provides an infrastructure that will guide the Choice team throughout the event, marketing, and beyond.
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