Poster hoarding example
Rolling Stone

Translating the legacy of a 55+ year old media powerhouse into a prestigious live concert series through naming, identity and rollout.

Gather No Moss Logo

Rolling Stone, the iconic magazine that has chronicled nearly six decades of rock & roll, is expanding into live events with the launch of a national concert series. The idea emerged from shifts in the festival landscape and growing interest in shared, in-person experiences. How can Rolling Stone bring the spirit of its pages to the stage? The result is the Gather No Moss tour.

Artist image treatment
Subway billboard
Social media posts

Visually, we developed an editorial identity rooted in Rolling Stone’s iconic design language. The system draws from the brand’s distinct wordmark, typography, layout principles, and image treatment, translating them into a cohesive, contemporary concert identity.

Stage graphic example
Image treatment
Admat poster example
Souvenir t-shirt
Badge with lanyard
Website example

Industry
Arts & Culture

Service
BrandingMotion

rollingstone.com

This four-city series—Chicago, Denver, Nashville, and New York—celebrates each city’s unique legacy in rock music. It brings together some of the most compelling voices in the industry, combining emerging and established talent with the raw authenticity that defines Rolling Stone’s journalism.

Despite being a new initiative, the first show sold out within its first week, with the remaining dates projected to follow suit. Rolling Stone successfully integrated this live event series into its broader platform and brand ecosystem, while allowing it to evolve as a distinct experience. The project laid the groundwork for engaging a new generation of music fans, all while honouring the legacy of the Rolling Stone name.

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EY Innovation Realized
Brodflour
ORXSTRA
Poster hoarding example
Cumulus Architects

Creating a refreshed brand and website that captures Cumulus Architects’ blue sky thinking and open approach to design.

Image treatment
Souvenir t-shirt
Souvenir t-shirt

The visual identity for Cumulus Architects draws inspiration from the openness and fluidity of the sky. A bright, airy colour palette evokes a sense of clarity and optimism, while the custom wordmark mirrors the soft, rounded forms of cumulus clouds—capturing the studio’s collaborative, evolving approach to design. Together, these elements create a system that feels expansive, thoughtful, and grounded in possibility.

Souvenir t-shirt
Souvenir t-shirt
Image treatment
Admat poster example
Admat poster example
Admat poster example
Souvenir t-shirt
Souvenir t-shirt
Stage graphic example
Stage graphic example

Industry
Corporate

Service
BrandingWebsite

cumulusarch.com

Cumulus Architects approached us to help mark their 10 year milestone. With this anniversary came an opportunity to refresh how they present themselves to the world.

We partnered with them to evolve their brand and redesign their website—creating a digital space that better reflects their collaborative values, work, and culture. Inspired by their name and philosophy, we introduced a light, sky-driven visual direction that mirrors their clarity of thought and collective process. The result is a refreshed identity and website that not only showcases their portfolio, but also invites prospective clients and collaborators into their way of thinking.

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CAMH Campaigns
Invest Brampton
Rolling Stone
plazaPOPS

A brand evolution designed to support plazaPOPS’ next phase as a city-wide public space incubator.

Drawing inspiration from the bold grids and modularity of pylon signage, this refreshed new system nods to the commercial streetscapes where plazaPOPS operates. A flexible grid, bold typography, and accessible colour palette balances playful expression with clarity for complex information, forming the backbone of plazaPOPS’ toolkit, research report, and exhibition.

Industry
Arts & CultureNon-Profit

Service
Branding

plazapops.ca

plazaPOPS is a community-led initiative that has been transforming strip mall parking lots into vibrant, accesible public spaces across the GTA since their pilot, WexPOPS, in 2019. As the organization enters this new phase as a city-wide incubator model, we were brought on to evolve the brand and build a cohesive visual system for a suite of reflective and future-facing outputs.

Working within an existing identity, we developed a refreshed visual language that balances approachability with clarity across a toolkit, research report, and exhibition which highlights plazaPOPS’ methods and impact for new partners, funders, and the public. Emphasis was placed on creating a flexible visual system and reusable templates that could adapt to standardized data visualizations and map-based graphics to enable clear storytelling and easy scalability for future projects.

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Pride Toronto 2025
Scarborough Proud
Canadian Stage
Pride Toronto 2025

A fourth year of leading the thematic narrative, marketing campaign, and strategic support for North America’s largest Pride Festival.

Rooted in the theme All In, the visual system draws directly from activist design language, using a custom, condensed hand-drawn typeface to reflect the raw energy of protest, visibility, and unapologetic celebration. By layering large typography with bright, high-contrast colours and textured backgrounds, the system is designed to amplify, projecting voices, movements, and messages outward while reinforcing a sense of collective resistance and unity.

Industry
Arts & CultureNon-Profit

Service
BrandingMotion

Pride 2025 launched with the theme All In. It was a clear and inclusive call to action—an invitation to bring your full self, to stand with others, and to move together. The message acknowledges the pressures facing the 2SLGBTQI+ community while offering solidarity, energy, and hope. Working collaboratively with Pride Toronto, we developed a visual system and content strategy designed to support that message across every platform. The campaign included core creative assets, messaging guidelines, out-of-home concepts, a brand launch toolkit, and interactive on-site activation ideas that Pride and its partners could implement.

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Amazon Delivering the Future
Herb
Choice Eastway and Caledon
Shorefast

A brand reposition and visual identity redesign of an organization dedicated to unleashing the power of place.

Since its establishment in 2004, Shorefast has been dedicated to cultivating economic and cultural resilience in Fogo Island, Newfoundland—a 400-year-old outport fishing community deeply affected by the decline of the cod fishery. Notably recognized for the Fogo Island Inn, which reinvests all profits back into the community, Shorefast sought the expertise of Puncture at the close of 2022.

Method & Process
In approaching this project, a comprehensive understanding of Shorefast was imperative. This involved extensive independent research, encompassing a thorough study of internal documents and reports, literature on Fogo Island, and films. Engaging in conversations with founders, staff, locals, and partners, we further immersed ourselves in the culture of Fogo Island during an on-site visit. This process culminated in two workshops—one centered on the brand and another focused on refining website details. The insights gained from these workshops became guiding principles, shaping the direction of our work and receiving approval from the Shorefast team.

Solution
Recognizing that Shorefast required more than a conventional brand, we developed “The Shorefast Way”—a comprehensive communication guideline covering positioning, brand tone, elevator pitch, and beyond. Most importantly, The Shorefast way encourages consistent messaging across channels.

The redesigned Shorefast logo serves as a simple visual metaphor, embodying the notion of holding on while reaching out, expressed through the extending line from the “t.” The brand is complemented by a straightforward typographic system and layouts that mirror the openness, approachability, and consideration inherent in the landscape of Fogo Island and the spirit of its people. The resulting design is simple, bold, user-friendly, and narrative-driven.

The website concept draws inspiration from an organized bookshelf, offering a snapshot of personality, subjects, and themes at a glance, with deeper stories and interactions revealed upon exploration. The website, built on a custom Content Management System, ensures seamless and flexible content updates.

Industry
Non-Profit

Service
BrandingWebsite

shorefast.org

This collaboration aimed to address a growing disparity between Shorefast’s identity and its brand communication, particularly as the organization expanded its reach to collaborate with similar communities across Canada. Key challenges included clarifying the connection between Shorefast, Fogo Island Inn, Fogo Island Arts, and Fogo Island Fish. Additionally, Shorefast required a cohesive visual system and an enhanced website to effectively convey its message.

The refreshed identity has empowered Shorefast with a more assertive, focused, and thoughtful presence. Internally, streamlined processes for creating reports, workshops, and presentations have shifted the team’s focus from graphic design to content. This transformation has translated into increased speaking engagements and substantial growth in donorship. Equipped with the tools and language provided, every team member and Fogo Islander can now articulate Shorefast’s narrative authentically. Moreover, the simplified and user-friendly website has made content uploading a straightforward and even enjoyable experience for the entire team.

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Esprit Orchestra
Tafelmusik
Patel
EY Innovation Realized

Bringing EY’s Rethink philosophy to life through an engaging, interactive summit environment.

Industry
Corporate

Service
BrandingMotionPrint

The EY Innovation Realized Summit is an exclusive, peer-to-peer event for C-suite and senior leaders designed to spark new ideas and foster creative collaboration on strategy, technology, and transformation. Each year, the summit encourages participants to rethink everything, exploring topics such as artificial intelligence, sustainability, and digital transformation, while providing a space to connect with peers and gain fresh perspectives on innovation and industry trends.

Our team supported EY’s annual summit through the creation of multimedia assets and the design of the Transformation Zone, an interactive environment that brings the event’s central theme, Rethink, to life. Through concept direction, digital installations ranging from informative booths to on-stage graphics, and cohesive visual storytelling, we helped translate complex global challenges into an experience that inspires leaders to reimagine business, technology, and the future itself.

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Robert McLaughlin Gallery
Choice Eastway and Caledon
TAS
Canadian Stage

Creating a dynamic and accessible visual identity; leading to sold-out performances and industry acclaim.

Canadian Stage’s mission is to be the leading contemporary performing arts organization in the country. They came to Puncture in 2021 to refresh their master brand; they wanted to move away from being seen as a “contemporary art/intellectual/elitist” organization, towards something that was more accessible, reflecting “the art of today.”

After an in-depth research and discovery phase, the master brand we created for the organization is punctuated by a straight bold line, representing a stage. This line underscores the logo and can be extended to make connections to programming, and can also twist and turn to become more expressive of movement and live performance. A bright yellow that is easily recognizable and welcoming ties the brand together.

Since 2021, we have worked with Canadian Stage annually to create marketing collateral for their seasons, including the season brochure, out-of-home print ads, digital and social ads, video and motion assets, and sub-branding for the Dream in High Park series. For the 2022/23 season we directed and produced a photo and video shoot featuring key actors from the season’s productions, to be featured in all of the marketing collateral.

Industry
Arts & Culture

Service
BrandingPrint

Canadian Stage is one of Canada’s leading non-profit, contemporary performing arts organizations based in Toronto, Ontario. Founded in 1988, the theatre company has since produced over 300 shows with a focus on multidisciplinary work, text adaptation, programming international contemporary theatre, and developing and producing new Canadian works. Canadian Stage also continues to promote theatre to younger audiences, running a series of artist development and education initiatives, as well as youth and community outreach programs.

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Bentway STREET
Scarborough Proud
Tafelmusik
Amazon Delivering the Future

Bringing Amazon’s spirit of innovation to life through The Amazon Time Machine immersive exhibit.

Industry
Corporate

Service
MotionPrint

Amazon’s Delivering the Future 2024 was a global innovation event that spotlighted the company’s advancements in AI, robotics, drones, sustainability, and more. The event brought together over 100 media representatives, third-party guests, and executive speakers to showcase how Amazon builds, tests, and scales innovations for the benefit of customers, employees, and communities.

Our team supported the creative rollout through concept direction, environmental design, and integrated video displays, creating a cohesive, educational experience that celebrates Amazon’s evolution and its vision for what’s next.

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Robert McLaughlin Gallery
Pride Toronto 2024
Brampton Entrepreneur Centre
Brampton Entrepreneur Centre

A bold brand refresh for BEC, celebrating its role as a vibrant hub for entrepreneurs at every stage of their journey.

The Brampton Entrepreneur Centre (BEC) is a vital resource for small business owners and aspiring entrepreneurs in Brampton. Offering everything from one-on-one consultations to grant programs, workshops, and a co-working space, BEC supports founders at every stage of their journey. Whether someone is refining a business idea or scaling an established venture, BEC provides the tools, guidance, and community needed to succeed.

As their offerings and audience continued to evolve, BEC partnered with Puncture to reimagine how their identity could better reflect who they are today—and where they’re headed. With a growing focus on accessibility, youth engagement, and digital communication, they needed a bold visual system that could speak to a wide range of entrepreneurs while feeling cohesive alongside the Invest Brampton brand. The refreshed identity celebrates the entrepreneurial spirit through a bold new colour palette and expressive typography—designed to feel dynamic, inclusive, and empowering.

Admat poster example
Admat poster example
Admat poster example
Stage graphic example
Souvenir t-shirt
Souvenir t-shirt
Stage graphic example

Industry
Corporate

Service
Branding

The identity comes to life across a range of print and digital touchpoints, from signage and social templates to workshop materials and wayfinding. Built to be both functional and expressive, the system equips BEC with the flexibility to speak to diverse audiences—while maintaining a strong, unified presence across platforms.

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Choice Properties
SingularityU
EY Innovation Realized
Bentway STREET

Designing a visual identity for STREET, inspired by the street itself.

Puncture was engaged in 2022 to help develop the identity and communications for The Bentway’s summer programming season, STREET. STREET was a summer program full of art installations, roaming performances, events and celebrations. The task was to design a striking, bold creative campaign that created excitement around the upcoming season and contributed to building The Bentway brand as one of the top public art producers in North America.

Inspired by the energy of Toronto’s streets and the street signs and symbols we encounter everyday, we created a bold and dynamic season identity. Our work for STREET involved campaign development, creative design, strategy, and execution of all assets needed for media buys and onsite experience.

Industry
Non-Profit

Service
Branding

The Bentway has transformed a vacant and neglected area underneath Toronto’s Gardiner Expressway into a new gathering place and cultural hub for our city’s growing population.

With STREET, we created an identity that stood out from the crowd and helped The Bentway achieve their audience targets of over 100,000 visitors in summer 2022.

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6 Degrees
Tangerine
The Filmmakers