Choice Properties

Creating a purposeful and inspirational brand for one of Canada’s leading Real Estate Investment Trusts.

In 2020, after Choice Properties’ acquisition of Canadian Real Estate Investment Trust, Galen Weston Jr. reached out to Puncture to help refine the brand and bring together both companies under one new direction.

The project resulted in a new communications platform and refreshed visual identity that is both purposeful and inspirational. Choice is a business committed to the long-term and creating generational value, the visual identity expresses that commitment.

Industry
Corporate

Service
BrandingDigital

choicereit.ca

Choice Properties is a leading Real Estate Investment Trust that creates enduring value through the ownership, operation and development of high-quality commercial and residential properties.

Since 2020, Puncture has provided ongoing integrated communication services to the Choice Properties team—any touchpoint that reinforces the brand and communicates a message, we provide services for. This includes design on all major corporate reports including the Annual Report, ESG Report, and Investor Presentations. We advise on community engagement strategies and help develop experiential assets such as their electric vehicle charging stations, bike stations, and George Weston Limited booth design. We provide writing and narrative development for a variety of projects we produce, video production, motion graphics, social media, websites, and photography services.

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Art Toronto
Patel
ORXSTRA
TAS

Developing a bold and personal visual identity system for an unconventional impact company.

Industry
Corporate

Service
BrandingDigital

tasimpact.ca

TAS is an unconventional impact company. Their mission has always focused on impact-driven development, but as they honed and refined their process, they needed a refreshed brand that better captured their bold and personal approach. 

Puncture first tightened up TAS’s logo to have more visual presence at smaller scales and to enhance flexibility across digital applications. We then developed a whole new visual identity system that connects more cohesively with the geometry of their logo, and that better integrates and celebrates imagery, video, and messaging.

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Shorefast
Bentway STREET
Robert McLaughlin Gallery
Tracks on Tracks

The identity and execution for Apple Music’s first playlist targeted directly at TTC riders.

Industry
Corporate

Service
BrandingDigitalMotion

Apple Music, along with Universal Music Group (UMG) and the TTC, asked Puncture to develop the creative and marketing roll-out for a new playlist targeting everyday commuters.

Leveraging the social influence of Universal Music’s artist roster, as well as media spaces from the TTC, a 12-month campaign was launched across station posters, platform video screens, streetcar banners and full-wraps, and TTC and UMG social media platforms.

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Shorefast
ORXSTRA
Tafelmusik
Brodflour

Helping a new bakery change the perception of bread.

We were approached by an entrepreneur with a bold vision – to transform the public’s perception of bread. At the time, many people had adopted a carb-conscious mindset, viewing bread as a dietary villain. However, Brodflour’s founder aimed to challenge these misconceptions.

In collaboration with Brodflour, Puncture crafted a unique brand identity. Emphasizing their commitment to fresh-milled flour and genuinely fresh-made bread, the values were positioned as the core. This symbolized not just quality but authenticity.

Industry
Corporate

Service
Branding

To distinguish Brodflour from conventional bakeries, Puncture curated an ambiance and visual identity that stood out from other bakeries. We also advised on interior design, creating a warm, sophisticated yet inviting nordic style.

Incorporating these design principles added simplicity and refinement. This resonated with Brodflour’s commitment to quality, offering a distinct experience in a crowded market.

The result was a brand that tantalized taste buds and gave people the license to enjoy bread again.

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Art Toronto
SafeFest
SingularityU
Sidewalk Labs

A public workshop and creation of useful tools that promote digital transparency in the public realm.

During Sidewalk Labs’ (SWL) time in Toronto on the Quayside project, the public discourse around data and digital transparency was of concern. SWL reached out to Puncture to help design and facilitate a public workshop focused on how to improve digital transparency in the public realm. Technology is all around us, but often invisible.

Industry
Corporate

Service
Branding

dtpr.io

The public engagement and consultation phase of the project was developed through an in-depth research phase with internal stakeholders and community members to get a sense of their concerns around digital transparency. Together with 100+ public participants from Toronto, New York, San Francisco, and London, we brainstormed, sketched, debated, iterated, and prototyped during several sessions we facilitated.

Based on this public engagement, we developed a series of simple signs and offloaded the complexities to the digital channel. Through this process, our purpose signage and icons came to life with simple and universally recognized symbols. Each icon was carefully crafted and selected to help users understand the most common questions around technology in the public realm: what’s the purpose? The project became known as Digital Transparency in the Public Realm (DTPR).

DTPR is now an open-source communication standard designed to increase transparency, legibility and accountability for digital technology in public places. The signage systems and DTPR are being piloted in the City of Boston, District of Columbia, Sydney Olympic Park, Angers-Loire Metropolitan Region in France, and the Town of Innisfil in Canada.

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Choice Properties
SafeFest
Brodflour
SingularityU

Helping SingularityU launch their first Canadian conference with an innovative identity.

Industry
Corporate

Service
BrandingDigital

Global thought-leader SingularityU tasked Puncture with developing a brand concept and wayfinding system for their first-ever Canadian event. Utilizing motion graphics, experiential pieces, and bold colour and type, Puncture managed to implement a design system as innovative and exciting as the Summit itself.

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Tangerine
ORXSTRA
Canadian Stage
Fit4Less

Kinetic typography for Canada’s fitness brand.

Industry
Corporate

Service
Video

In collaboration with John St. Agency, our goal was to breathe life into a robust campaign that aimed to transform the perception of working out. Our vision was to make exercise not only approachable but also enjoyable and engaging. To achieve this, we utilized kinetic typography and immersive sound design, infusing each workout session with vibrancy and energy.

This dynamic campaign reached audiences through television ads and social media platforms. By combining creativity with innovation, we succeeded in redefining the fitness experience, making it more accessible, friendly, and ultimately, fun.

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CBC Exhibitionists
CAMH Campaigns
SafeFest
Tangerine

Motion design for the 2020 playoffs in partnership with the Toronto Raptors.

Industry
Corporate

Service
Video

Collaborating with our friends at John St., Tangerine needed a set of motion videos to support their campaign during the Toronto Raptors 2020 season playoffs. Tangerine is a Canadian direct bank that offers no-fee chequing and savings accounts, GICs, mortgages and mutual funds. Based on their brief and Tangerine’s existing visual system, we created a series of simple but attention-grabbing typographic motion videos that promoted the bank’s partnership with the Raptors.

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Toronto Biennial of Art
CBC Exhibitionists
Weston Family Foundation
Herb

Redefining Cannabis Culture with a Bold Brand Makeover.

Industry
Corporate

Service
Branding

Herb is an online cannabis community that seeks to breakdown the stigma around weed by acting as a thoughtful curator of cannabis products, experiences and culture. They help their users discover the best products, new products, information on strains, how-to guides and experiences in their cities through content and community.

Puncture was tasked to refresh their brand identity to better align with their audacious goals. We created a new brand position, photographic guidelines, typography system and a colour palette. The system is simple, organized and built to suit the many moods and vibes associated with cannabis culture.

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CAMH Campaigns
CBC Exhibitionists
Yonge-Dundas Square