Case study:

Branding a known name

Project background

Challenges

A building in Toronto was planning to rebrand itself as NYC (an abbreviation of its name), with the completion of its renovations. How could the rebrand be implemented without being associated with New York City?

Solution

To separate the two NYC’s, a contrasting visual identity was established. Bright colours were used to contrast New York’s industrial architecture.

Outcome

Marketing assets were successfully created in a style that visually contrasted New York City. Bright colours form the building’s logo and bold statement headers where incorporated throughout.

To further emphasize the difference between the two locations, a short animation was created. The animation featured keywords used in discussions about the renovations, rebrand, and how the building would interact with its surroundings.