Invest Brampton
A brand refresh to support the innovation and success of the City of Brampton.
Industry
Corporate
Service
BrandingDigital
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Industry
Corporate
Service
BrandingDigital
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Mosaic is a software platform built by investment professionals, for investment professionals—designed to eliminate the manual modeling bottlenecks that slow down high-value work. By taking users from CIM to LBO model in under 10 minutes, Mosaic streamlines the due diligence process with accurate, consistent results, enabling teams to shift their focus to higher-order decision-making and deliver stronger outcomes for investors.
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Mabelle Arts brings people together across real and perceived differences through shared activities. They prioritize action over conversation, focusing on fun and creative projects with tangible impacts, including economic opportunities for participants. They believe that by working together, strangers can become neighbors and friends. The resulting social capital strengthens communities, fostering celebration in good times and solidarity during challenges.
Mabelle Arts engaged Puncture during a pivotal time of redefining their strategy, mission, and vision, while undertaking a major community-driven park revitalization project. As part of the project, a new building called The Belle, was being constructed to become a landmark for the park and a cornerstone for the community to engage in arts, culture and with one other. Taking on a visual identity and website refresh, Puncture’s goal was to capture the the evolution of Mabelle Arts and their presence as a lifeline within the community.
Understanding the impact of the park and significance of The Belle, the visual identity embraces the unique angles of the building’s roofs to communicate the idea of overlap, intersection, and connection. The angles influence the logo, design system and monogram.
Using the same shape from the monogram, an asterisk motif was created to suggest the idea of “more” and to create a simple framework for their language and messaging.
Altogether these angles, asterisks and bright colour palette captures the positivity and strength Mabelle Arts brings throughout their work and community while also lending itself to communicate the diversity of their programming and what they do.
Founded in 2007 by Executive Director Leah Houston, Mabelle Arts launched out of a highly successful four year residency on Mabelle Avenue. Since then, Mabelle Arts has grown into an innovative and sustainable charity with strong roots in community-engaged arts, grassroots community development and placemaking. With a yearly budget of $1 million, Mabelle Arts has grown into a strong and stable organization with deep roots in our local community.
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Esprit Orchestra is Canada’s only full-sized, professional orchestra dedicated to performing and promoting new orchestral music. Puncture was tasked with refreshing their visual identity, moving away from a traditional look to one that embodies Esprit’s innovative spirit.
The new identity is dynamic, expanding to create a space that establishes Esprit as a stage for new music and culture. The open wordmark frames the people behind the music—musicians, composers, and soloists—and invites the audience to explore new music with curiosity. With a vibrant colour palette, captivating imagery, and poetic language, this refreshed identity resonates with those seeking a fresh perspective on orchestral music.
Founded in 1983, Esprit Orchestra’s commitment to delivering thought-provoking and unexpected musical experiences distinguishes it as one of the few organizations of its kind globally. By collaborating with leading composers, premier soloists, and ensembles from Canada and abroad, Esprit showcases Canadian works alongside international premieres each season. With unique, one-time-only performances, every concert is a rare, exclusive event. Esprit also nurtures the next generation of new music professionals and audiences through its mentorship and outreach programs.
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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.
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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Industry
Arts & CultureNon-Profit
Service
BrandingDigitalMotion
Pride Toronto 2024 embraces the powerful theme of “Be”—a declaration of existence, authenticity, and the fundamental right to simply be. More than just a theme, “Be” is a manifesto—a rallying cry that unites the 2SLGBTQI+ community and its allies in a bold, unapologetic celebration of identity, diversity, and human expression.
Puncture supported Pride Toronto in bringing this vision to life through dynamic marketing and communication assets, ensuring that the festival’s message resonated across digital and physical spaces. From refreshing the festival’s theme identity to producing digital marketing materials, wayfinding, onsite signage, and the official Pride Guide, our work helped shape an inclusive experience.
Together, we made Pride Toronto 2024 an undeniable presence—one that invites everyone to be seen, be heard, and simply be.
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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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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.
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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The new website for plazaPOPS captures the energy of suburban main streets in Toronto, using a vibrant colour palette and expressive street sign motifs.
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 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
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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