When I see new logo identities for big companies popping up, I find it useful to look them over as a group. I'm always amazed with the huge budgets these places have, that the newer branding always seems like a wasted opportunity. It's like no thought process goes into it, other than what it visually looks like on the surface, which then takes a turn for the worse anyway due to design by committee. Every logo can't have the success of a majestic hidden negative space arrow like FedEx, but still!

It this new series of fitness club billboards, the goal was simple. Catch people's attention with athletic imagery, while offering them the chance of empowerment without all the usual spew of insulting their current body, or how their life will immediately change for the better. Fitness is an evolving process, that should be in enjoyed in itself, as well as the end results.

The imagery was layered with bright light flares, showcasing the athlete's transformational state. Aside from blending into a black background, and giving the photos a metallic tint, sweat spray was added in, to give it that extra power workout at the gym feel.

Traditionally the meeting industry is one of certainty. Meeting planners really don't like surprises. Add in a design that must be approved by a committee, and creating unique and interesting promotional materials becomes even more of a challenge.

In this refreshed design for an association of conference centres, the focus is on the people aspect, instead of facilties and size of rooms. Warm colours create an inviting atmosphere for both the tradeshow pull-up and double-sided rack cards.

Sometimes a rebranding happens, and you find yourself wondering what exactly the point of it was. In general, spending a bunch of time/money to take a step in the wrong direction, or even worse, backwards, just isn't a good idea. The redesigned Zehrs logo now going up in store locations across Ontario, is feeling like of those big steps backward.

While the old logo and its typical grocer blocky typography could certainly benefit from a refresh, the new version is entirely questionable. It just doesn't really make sense...some sort of custom middle-eastern script fusion logotype that looks like one of the the fonts you get in the 10,000 free fonts packs. It doesn't feel very contemporary or have any connection to the fresh local market vibe that Zehr's interiors are going for. Then throw the old serif Markets which really doesn't fit in, and its one heck of logo grab bag. Should have just stuck with the old logo

In a modern twist on the classic Etch A Sketch creative ethos, customizing and modding products via laser etching, is fast becoming an intriguing method of self expression. People on the internet have even raised money to purchase their laptops by selling corporate logo space on an entirely logo covered case etching. There seems to be very little limitation, as to what is possible.

In order to intrigue clients, and further the resort branding, White Oaks Resort decided to set-up its sales team members with some laser etched laptops of their own. To try and keep it from being too corporate and unremarkable, we planned a design based on a butterfly and nature, which is a recurring theme throughout the resort branding. After delivering the artwork, we expected to get the engraving back, showing as a darker grey on the silver. As it turned out, due to the aluminum casing type, it actually came out engraved as white, which ended up increasing visibility. Overall, the etching came out nice and crisp, and seems to be an effective little mobile advertisement.