Destination Toronto - Cultures Remix Campaign
Summary:
As Creative Lead for Destination Toronto, I directed the brand identity refresh for our B2B event marketing campaign in collaboration with an external agency. To capture the city's vibrant energy, I art directed a conceptual approach centered on "remixing" Toronto’s diverse multi-cultural cultures—translating our dynamic food, arts, and music scenes into a cohesive and exciting visual narrative.
Key responsibilities included:
Design leadership: Oversaw the end-to-end design process ensuring consistency and managing external vendors
Asset creation: Developed templates for easy adaptation
Visual strategy: Developed campaign guidelines and example use cases
Goals included:
Brand alignment
Improved user perception
Increased efficiency
Elevated visual identity