Toronto Inc. is a business-forward initiative jointly developed by Destination Toronto, Toronto Global, and the Toronto Region Board of Trade to spotlight the city as a top destination for global innovation and investment. I was responsible for creating the Toronto Inc. brand identity and applying it to booth experiences at Web Summit and Collision—two of the world’s largest tech and business conferences
We needed to create a new brand that could represent all three partner organizations while standing confidently on its own. The identity needed to reflect a citywide destination narrative that represented Toronto. At the same time, the new brand had to visually balance the identities of all three organizations, while remaining distinct and flexible enough to support diverse goals across events and stakeholders. The booths needed to stand out on the tradeshow floor while showcasing Toronto as a leading global destination.
A modern, scalable identity including logo lockups, typography, color palette, and supporting elements
Large-format visuals designed for high visibility, brand storytelling, and spatial clarity in crowded expo environments
Branded signage, wayfinding, and supporting assets for digital screens and printed materials
A system that could evolve with future events while maintaining cohesion across the three founding organizations
Worked with internal teams and vendors to ensure strong alignment from strategy to execution
This project allowed me to build something from the ground up and bring it to life on a global stage. It pushed me to think big while still sweating the small details—ensuring the brand made a strong impression no matter the format.
