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
BrandingDigital

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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Choice Properties
Fit4Less
Patel
SafeFest

Creating a highly visible and recognizable brand for a team dedicated to safety at music festivals.

Working with C3 Presents—the force behind top music festivals such as Austin City Limits and Lollapalooza—Puncture was tasked with creating the visual identity for SafeFest; all with the goal of standing out in a crowded and visually dense festival environment.

We developed the SafeFest hand raised in the air—a universal symbol representing a need for help, wanting attention, or having a question. It’s a gesture that is intuitive and can be understood quickly.

The Safest Hand also serves as a mascot for the brand. It takes on a positive and fun persona with its different hand gestures. It’s meant to make asking for help feel more accessible, differentiating itself from EMT or Police.

We paired the hand with a bright neon safety yellow. It’s meant to draw attention from a distance, in the dark, or under impairment. It’s a non-authoritative colour that will encourage festival goers to ask for help and watch out for each other.

Industry
Arts & Culture

Service
Branding

SafeFest is a brand new team dedicated to creating a safe space for music festival patrons by providing an additional resource that isn’t medical or security.

Launched in 2023, SafeFest found it’s way to many festivals, including Bonnaroo, Lollapalooza, and Austin City Limits and will continue to be present at festivals on an ongoing basis. If you need any assistance at an upcoming C3 festival, look for the helping hand or the SafeFest team in yellow T-shirts!

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Robert McLaughlin Gallery
Patel
Toronto Biennial of Art
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
Branding

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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Choice Properties
Yonge-Dundas Square
Choice Eastway and Caledon
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.

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The Filmmakers
Bentway STREET
WayHome
Choice Properties

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

Choice Properties, a leading Real Estate Investment Trust, is dedicated to creating enduring value through the ownership, operation, and development of high-quality commercial and residential properties. In 2018, Choice Properties underwent a transformative acquisition of Canadian Real Estate Investment Trust (CREIT), solidifying its position as the largest Real Estate Investment Trust in Canada. Recognizing the need for a cohesive brand identity post-acquisition, Galen Weston Jr. sought the expertise of Puncture to refine the brand and unite both entities under a new direction.

Method & Process
The discovery process started like any other; one-on-one interviews and working sessions to gain an in-depth understanding of the organization.Their internal structure, brand architecture, contexts of their work, audiences, competitors, and peers, and most importantly, their united vision for the future.

However, bringing two different organizations together, we had to adjust the process so that there was a high-level of participation and wide buy-in from staff. We wanted this new positioning and brand to be something the internal culture would unify and rally behind. 

This was achieved by creating working sessions with all departments then bringing together key groups at the right moments to help contribute and participate in the process. 

Solution
The outcome of our collaboration was a revitalized communications platform and a refreshed visual identity that seamlessly blends purpose and inspiration. Choice Properties, being committed to long-term value, now boasts a visual identity that authentically mirrors this dedication.

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 2019, Puncture has been a strategic partner, offering ongoing integrated marketing communication services to the Choice Properties team. Our services cover a spectrum of touchpoints reinforcing the brand and delivering key messages. From major corporate reports, sales brochures, and Investor Presentations to advising on community engagement strategies and contributing to the development of experiential assets like electric vehicle charging stations, bike stations, and George Weston Limited booth designs. We provide comprehensive support in writing, narrative development, video production, motion graphics, social media, websites, and photography services. This holistic approach ensures a cohesive and impactful brand presence across diverse communication channels.

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CAMH Virtual Tour
Tangerine
Patel
Yonge-Dundas Square

Celebrating 20 years of connection, community, culture, and diversity in a prominent Toronto public space.

Yonge-Dundas Square is a unique focal point of the downtown Toronto community. The square is designated for use as a public open space and as a unique event location. The square has a rich history and is a meeting point for the arts, community and culture.

Industry
Arts & Culture

Service
Branding

In celebration of it’s 20th year, the team at Yonge-Dundas Square worked with Puncture to create a brand campaign to celebrate this anniversary. The campaign was inspired by five important themes: connection, community, culture, together, and diversity. The foundation of the system uses bright colours, historical photos and text, all on a square grid — inspired by the concrete squares at Yonge-Dundas Square.

The design highlighted the Square’s diverse history and also helped advertise events over the 2023 summer period. The on-site work helped add to the vibrancy and excitement of events at the Square. Our team is looking forward to seeing what will happen next at Yonge-Dundas Square!

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Bentway STREET
Tafelmusik
Choice Properties
Robert McLaughlin Gallery

A brand refresh and new website design for the largest public art gallery in the Durham Region.

The Robert McLaughlin Gallery (The RMG) engaged Puncture in 2021 at a time when they were establishing a new strategic plan with a fresh mission and vision. Puncture took on both a visual identity refresh and a complete website redesign with the goal of better reflecting the RMG’s updated mission, collection, and cultural presence in the region. 

Emphasizing the RMG’s artist-centered and community-focused approach was a significant goal for the project. We achieved that by opening up the RMG’s logo, and creating a playful colour palette and inviting layouts for the website

Industry
Arts & Culture

Service
BrandingDigital

Website Development
Helios Design Lab

Gallery Photography
Darren Rigo

rmg.on.ca

The Robert McLaughlin Gallery is the largest public art gallery in the Durham Region of Ontario, Canada. It houses a compelling collection of modern and contemporary Canadian art numbering over 4500 works. They are an artist-centered and community-oriented public art gallery that brings people from diverse backgrounds together to engage with art that inspires new perspectives, generates meaningful conversations, and creates a sense of belonging.

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Patel
CAMH Virtual Tour
plazaPOPS
Choice Eastway and Caledon

Introducing two state-of-the-art industrial spaces with a bold identity and website.

Industry
Corporate

Service
BrandingDigital

choicecaledon.ca

In a move to broaden their industrial portfolio, Choice Properties partnered with Rice Group, leading to the acquisition of two new properties located in East Gwillimbury and Tullamore.

After renaming the projects to Choice Eastway Industrial Centre and Choice Caledon Business Park, we held a collaborative workshop to gain deeper insights into their objectives and to envision their goals. Building upon the established Choice brand, we developed two visual identities that reflect the properties’ clean and modern facilities. Additionally, we created a responsive website and informative brochure aimed at attracting prospective tenants.

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Weston Family Foundation
CAMH Virtual Tour
Tracks on Tracks
Tafelmusik

Helping a world-renowned Baroque orchestra invite new audiences in, with a simple and bold brand identity.

Tafelmusik, a world-renowned Baroque orchestra and choir, tasked Puncture with refreshing their visual identity and communication platform. Their main goals were to increase and diversify their audience and donor base. It was very important that the new brand honored the past while embracing the present—they needed to show they were moving forward without alienating their current audience.

We built a new brand strategy, positioning and communication toolkit. The entire brand is rooted in the idea of sharing beauty, which foregrounds all of Tafelmusik’s performances and is the reason why so many people have dedicated their lives to this music. We landed on “Tafelmusik invites audiences to engage with beauty through evocative live music experiences” as the brand position.

Industry
Arts & Culture

Service
Branding

Taking the cue of “sharing beauty,” we developed a succinct visual identity that’s equipped to handle new and changing sub-brands, a rich colour palette and elegant imagery. The identity is informed by the beauty, symmetry and colour found in baroque art and architecture, which is emblematized in the signature diamond wordmark we created. The masterbrand was built with flexibility in mind, it expands to create unique season identities that incorporate new imagery and colours that are inspired by the season’s performances.

We continue to work with Tafelmusik on their marketing and content creation on an ongoing basis. This includes creative direction of season identities, signage, print and digital pieces, email and digital marketing, video series, and a seasonal magazine.

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Toronto Biennial of Art
TAS
Shorefast
Dream in High Park

For Canadian Stage’s summer performance series, a visual identity that dreams.

Industry
Arts & Culture

Service
BrandingMotion

A return to the company’s original summer moniker, Dream in High Park is Canadian Stage’s transformed summer programming series. Dream in High Park is one of Canada’s largest and longest running outdoor professional theatre events, taking place at the High Park Amphitheatre, and welcoming over 30,000 audience members to the park each year. The transformed program features a shift from the usual summer Shakespeare fare to a diverse array of events including theatre, dance, comedy, contemporary and baroque music, and so much more. 

Canadian Stage engaged Puncture to design a new visual identity to express this exciting vision, featuring a logo with a dynamic voice and a colour palette that dreams.

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plazaPOPS
Tafelmusik
CAMH Virtual Tour