Shorefast

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

The refreshed Shorefast logo is a simple visual metaphor for the organization’s name, representing the idea of holding on and while also reaching out. A “shorefast” is the line and mooring used to attach a traditional cod trap to the shore, and is a strong symbol of Fogo Island’s cod fishing heritage. Shorefast chose this name because it embodies the belief in the importance of holding onto community, and in the power of authentic connections between individuals and the nature and culture of place.

Place is the anchor that holds the brand system together. The visual identity is characterized by a colour palette of nine hues inspired by the landscape of Fogo Island: Shoal, Deep Sea, Sea, Oyster, Stone, Moss, Bark, Glacier and Flower. The brand is rounded out by a simple typographic system and layouts that are open, approachable and considered, echoing the landscape of Fogo Island, the spirit of its people, and the Shorefast organization as a whole.

Industry
Non-Profit

Service
BrandingDigital

shorefast.org

Since its inception in 2004, Shorefast’s goal has been to foster economic and cultural resilience in Fogo Island, Newfoundland, a 400-year-old outport fishing community that has been severely impacted by the decline of the cod fishery. The organization is perhaps best known for its Fogo Island Inn, which reinvests all of its profits back into the community.

Shorefast came to Puncture at the end of 2022, as the organization has begun to expand its work beyond Fogo Island by collaborating with other communities across Canada. They needed a new identity that reflected their growth, while also representing their enduring commitment to Fogo Island.

Puncture was tasked with refreshing the brand positioning, visual identity, and creating a stunning new website to showcase it all.

plazaPOPS

Building a new website and visual assets for a community organization that transforms underused spaces into accessible gathering places.

The new website for plazaPOPS captures the energy of suburban main streets in Toronto, using a vibrant colour palette and expressive street sign motifs.

Industry
Arts & CultureNon-Profit

Service
BrandingDigital

plazapops.ca

plazaPOPS is a non-profit organization that transforms parking lots and other under-invested spaces, into free, safe and accessible gathering places. Largely located along suburban main streets where vibrant culture already exists, plazaPOPS partners with these local community groups, landowners and businesses, to support and celebrate these vital connections.

Their initiatives impact many different communities, in which Puncture was asked to create a new website that helps visualize and showcase the value that’s being created. The website captures the organization’s playful personality and forward-thinking initiatives, and provides an infrastructure for their events, programming and research—creating an open invitation for everyone to get involved.

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.

Weston Family Foundation

A new visual identity and communications platform for a foundation dedicated to creating a healthier, more resilient Canada.

For three generations, the Weston Family has maintained a strong tradition of giving. After a two-year strategic review, the foundation narrowed their focus to generate impact by advancing the health and landscapes of Canada. This new mission and vision called for a new name, identity and website, as The W. Garfield Weston Foundation became the Weston Family Foundation.

With a new name and a refreshed mission, Puncture was asked to create a new identity to capture this important shift, while also reaffirming the roots of the Weston family legacy. Agriculture has always been at the heart of the Weston story, as well as Canada’s history as a whole. Our team started from the iconic image of a wheat sheaf, integrating a unique Weston “W”, and built a simple but robust visual identity system around it to create a cohesive and confident brand that expresses the Weston Foundation story.

Industry
Non-Profit

Service
Branding

The website reflects the foundation’s innovative spirit and forward-thinking initiatives, and provides an infrastructure for all programs and supports an online hub for posting and applying for grants.

CAMH Virtual Tour

A virtual tour of CAMH’s new facilities, created to show donors the impact of their donations.

Industry
Non-Profit

Service
DigitalVideo

explore.camh.ca

The Centre for Addiction and Mental Health (CAMH) is Canada’s largest mental health teaching hospital and one of the world’s leading research centres in its field. A large part of their strategic plan includes rebuilding their campus to become one of North America’s leading mental health research hospitals.

CAMH engaged us to create a website and interactive tool to showcase two newly constructed buildings to their existing donors. As COVID-19 hit and restrictions were enforced, donors who would likely donate again, could not physically come into the buildings to see the impact of their donations. We designed and built an interactive virtual tour experience of the newly completed buildings that houses over 40 videos that we scripted, shot and produced. The experience is designed in a way that donors can explore it based on their own interests, or it can be tailored for personalized guided virtual tours.

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ORXSTRA
TAS
Tangerine
CAMH Campaigns

Creating a series of digital fundraising tools for one of the world’s leading mental health research centres.

CAMH came to Puncture to help in launching two fundraising campaigns to support life-saving mental health research programs and building a new Research & Discovery Centre at the Queen Street campus. 

Industry
Non-Profit

Service
DigitalVideo

nooneleftbehind.camh.ca

Following the success of the virtual tour, we helped CAMH re-think their donation tools by moving their major fundraising items to digital in order to reach wider audiences and provide more custom content when converting a donation.

First we helped launch “Today”, the largest known fundraising campaign to accelerate research into life-saving mental health care for people globally. Following that, we launched “No One Left Behind”, a campaign aimed at raising $500-million and the final phase of a decades-long effort to change mental health care forever.

The Centre for Addiction and Mental Health (CAMH) is Canada’s largest mental health teaching hospital and one of the world’s leading research centres in its field. A large part of their strategic plan includes rebuilding their campus to become one of North America’s leading mental health research hospitals.