September 2, 2011 – 9:00 am
Shopping centre food courts are typically not the most inspired places to dine. Cadillac Fairview, owners of the landmark Toronto Eaton Centre, are out to change that – with a fresh approach to dining downtown in Canada’s most vibrant city.
As part of a $130 million revitalization initiative at the Toronto Eaton Centre, the Urban Eatery sets a new standard for quick service dining, one that features high-end finishes, real dishware and a commitment to sustainable practices. For downtowners and visitors alike, it’s an upscale food experience unrivalled amongst Canadian shopping centres.
We worked closely with the Toronto Eaton Centre’s team and marketing partners to develop the design and communications platform for this new concept eatery. From the name to its overall brand perception, the Urban Eatery brand conveys the spirit of a unique food experience that challenges conventional food court perceptions.
The brand is both upscale (reflecting the high level of service and interior design), as well as hip and urban (befitting its prominent place in the lively heart of the city).
The revolutionary nature of this dining concept is captured in the overarching theme: “Join the Urban Food Movement”, and supported by a dynamic series of graphics and messages, which have since been rolled out across a full range of print and digital channels, including billboards, interior signage, uniforms, streetcars, and promotional vehicles and events. Look for them around town. And stop by the Urban Eatery at Toronto Eaton Centre to experience a fresh new take on dining downtown.
August 27, 2011 – 9:00 am
Most of us know of The Home Depot as the go-to place for repair and home improvement tasks around our own homes. But did you know that the organization is also dedicated to helping build communities across Canada? The Home Depot Canada Foundation, the charitable arm of The Home Depot Canada, is a private, Canadian, charitable organization dedicated to developing affordable, sustainable housing and the creation of vibrant environmentally responsible communities for Canadians.
We recently worked with the Foundation to create its 2010 Annual Report with the goal of helping to spread the message about the Foundation’s activities among donors and charitable partners. The report serves to celebrate the Foundation’s 2010 accomplishments, to recognize and thank its donors, and to encourage involvement in the Foundation’s programs among its current supporters and prospective donors.
What we came up with was a simple, bold and cost effective solution. The report consists of one 38” long panel, and features a continuous line illustration by Rachael Ann Lindsey that highlights the many activities of the Foundation from coast to coast and the regions and communities that support or benefit from the Foundation’s good work.
Travellers flying in and out of Canada’s busiest airport will have recently noticed a new brand welcoming them on their visit. We’ve been working with the Greater Toronto Airports Authority (GTAA), operators of Toronto Pearson International Airport, on a rebranding of Toronto’s major airport.
At the heart of the rebranding strategy was the aim to establish Toronto Pearson as the region’s premier portal to the world. In the same way that Amsterdam and Singapore serve as major international hubs, Toronto Pearson is in a geographically ideal location to play a similar role within North America. The strategy for the rebrand centred on the idea of creating a radically different kind of travel experience: one where travellers are treated more like “guests” and the airport becomes not just a place to pass through, but an attractive destination in itself.
Our goal was to create a fresh, energetic brand that was focused entirely on the guest experience. For starters, the airport’s name was changed from Toronto Pearson International Airport to the shorter, friendlier “Toronto Pearson”. We created a logo featuring a series of converging lines arcing into the shape of a globe. This symbol represents not only global air travel and the meeting of people at Toronto Pearson, but look closely and the lines create a human figure that appears to be embracing the world and reaching outward.
Another prominent element of the new brand is the tagline: “For you. The world.”, which we developed to express the airport’s renewed focus on guests. We’re currently overseeing the new brand identity and its themes on a variety of applications from directional signage to vehicles. Look for signs of the new brand on your next trip to Toronto Pearson.
We’re thrilled to announce the recent appointment of Kostas Zaphiropoulos, who joins us in his new role as Associate Creative Director. Kostas comes to us by way of 17 years’ experience in the brand and design industry, and brings invaluable experience and leadership to our creative team.
Kostas’s extensive experience in the digital space will be a tremendous asset for our clients. Well versed in the opportunities and challenges of the medium, he brings a depth of understanding that will strengthen our ability to develop and launch the innovative and relevant solutions that our clients need.
Before joining Ove, Kostas was Digital Creative Director at Bryan Mills Iradesso and prior to that, Interactive Design Director with Interbrand Canada, where he led the digital practice and oversaw all digital projects. Over his career, Kostas has worked with a wide range of clients that have included among others Cadillac Fairview, Microsoft, Sun Life Financial, TIFF, Thomson Reuters, Tim Horton’s and Turner Broadcasting.
Be sure to stop by and say hello.
January 20, 2011 – 2:12 pm
We are extremely delighted to welcome one of our very own back into the fold with the appointment of John Furneaux as Managing Partner. Many of you may know John from his first incarnation at Ove, where he previously worked from 1990 to 2005, holding various roles in design direction, new business and management, as well as mostly recently serving as Executive Vice President.
Returning in his new role as Managing Partner, John will be responsible for helping shape the firm’s direction and future growth along with working on key client accounts, providing executive-level guidance in planning, strategy development and creative solutions.
For the past 6 years, John has held leadership positions at Karacters Design Group and subsequently with Identica Branding & Design. He is also Past President of the Association of Registered Graphic Designers of Ontario (RGD Ontario) and an active speaker and contributor in the development of the Canadian Design Industry. We’re looking forward to tapping John’s breadth of knowledge and experience as we continue to take Ove – and our clients – to the next level.
January 15, 2011 – 2:46 pm
What do you do when your company’s brand identity no longer reflects the reality of your business? We were recently involved in helping La Capitale Financial Group address this very challenge, working with the organization to align its offerings under a new brand expression that better represents what the organization stands for today – and where it’s going tomorrow.
Established in Quebec more than four decades ago, La Capitale has been rapidly expanding its geographic reach in markets all across Canada. Originally established to serve Quebec’s public service, the company has, for the last decade, been broadening its target to include individuals, and small- to mid-sized businesses.
Given its changing business strategy and its redefined offering, La Capitale enlisted us to help rebrand the organization to better reflect what it stands for today. We developed a new brand framework for the company, which unifies its message and now serves to guide all its communication and operational initiatives. We also created a brand identity that reflects the strength and unity of the organization while symbolizing the spirit of community that guides it – serving as a reminder of how the company strives to help people enhance, enjoy and protect all the things that matter to them.
The new identity program has been hailed as a “distinct, fresh and colourful” beacon for La Capitale – and one that now points clearly to the organization’s exciting future.
