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.

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Robert McLaughlin Gallery
CAMH Campaigns
ORXSTRA
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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ORXSTRA
CAMH Virtual Tour
Tracks on Tracks
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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Weston Family Foundation
Toronto Biennial of Art
ORXSTRA
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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Yonge-Dundas Square
Canadian Stage
TAS
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
Weston Family Foundation
Canadian Stage
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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Patel
SafeFest
Choice Properties
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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The Filmmakers
Yonge-Dundas Square
Robert McLaughlin Gallery
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. 

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Dream in High Park
WayHome
Robert McLaughlin Gallery
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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Weston Family Foundation
SafeFest
Brodflour