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Dero United
February 8, 2012
Major League Soccer superstar.
Involvement, via Clearoute Inc: positioning, naming, logo, identity
Creative Strategy
Turning into the skid of fans and sports writers for year already referring to Dwayne De Rosario as “DeRo/De Ro,” his name was shortened to the less complicated “Dero” with the common soccer team name “United” added to suggest the loyalty his fans have shown during his career.
For the logo, the “D” representing the white hexagons and the “U” representing the black pentagons of a typical soccer ball.
Swarm
October 25, 2011
Consumer electronics design and manufacturing company.
Involvement: logo, identity
Creative Strategy
A virtual company, its hive mind structure represented with electronic honeycombs swarming together to create the letter “S.”
Bronze Winner: Brands of the World 2011—Engineering & Industrial
Splice
October 25, 2011
MSN Canada.
Involvement: logo
Creative Strategy
The left and right colorbars of the Canadian flag, representing its east and west shores, brought together (spliced) to form the letter “S.”
BFI London IMAX Cinema
October 24, 2011
IMAX theater.
Involvement: logo
Creative Strategy
Stylized interpretation of the actual BFI theater. Last minute entry after agency offerings were rejected just weeks before the grand opening.
Medium One
October 24, 2011
Digital media agency.
Involvement: Name, logo, identity
Creative Strategy
The characters “M” and “1″ make an obvious point about integration, inspiring many to refer to the company as “M1.”
Forecast
October 24, 2011
Developer of outdoor shopping centers.
Involvement: logo, identity
Creative Strategy
From an aerial view, the letter “F” is formed by placing a golden cube (representing the final product) on top of an equally important plot of land. The bug can be viewed front on as well, showing a pair of building facades.
CaTech
October 21, 2011
One of Canada’s largest independent Network Infrastructure providers.
Involvement: naming strategy, logo redesign
Creative Strategy
Moving from being Company-focused to being customer-focused, CaTECH significantly changed their service offerings, focusing more on the integrity of data afforded by their services, rather than the actual hardware required for the flow of data. The original logo’s cubes (also shown) suggested hardware, while the wordmark offered no distinction. Stripping the cubes of their dimension helped suggest data (bits and bytes). Maintaining the grid helped to suggest integrity. The wordmark was the result of simplifying the name, as well as helping with the pronunciation (the “a” is short, hence the very small “a” with the upside down breve above it, which doubles as the top of a larger lowercase “a” to balance the design).
Acmo
October 20, 2011
Association of Condominium Managers of Ontario.
Involvement: logo, identity
Creative Strategy
A small “A” evolving into a far greater and more dynamic one, suggesting ACMO’s mission, which is to improve condominium managers’ performance. The two arcs create a larger “script A,” and the whole thing suggests an ongoing cycle.
Epicureal
October 20, 2011
Online gourmet foods distributor.
Involvement: name, logo, identity
Creative Strategy
A fork, representing the letter “E,” with the two “Es” in the wordmark mirroring the bug.
