Toronto School of Art Brand Refresh

Toronto School of Art (TSA), a beloved 44-year-old art institution, closed briefly in 2012 before reopening under new ownership and in a new location, albeit with low awareness of its identity and program offerings. To put TSA on Torontonians’ radar and drive action, we needed to literally show people the vibrant creative passion that existed within the school’s walls — and within themselves. We first rejuvenated TSA’s dated brand identity by creating a new look and feel that incorporated art from the school itself. Our process included working with key stakeholders from a variety of disciplines — school staff, faculty, students, community influencers and investors — to ensure relevance. With the brand in place (supported by comprehensive brand guidelines), we developed a creative framework to be incorporated into the TSA website and social channels, and produced video assets and an integrated launch campaign to build awareness, followed by paid-media campaigns, experiential advertising and a social event to fuel the momentum and tell the story of why the school matters within our community.