Target Audience: Community, future tenants and local traffic.

Concept: The signage system establishes design uniformity for the facility and allows the brand of the building to share space with the client brands housed within it. The sign, with it’s curved top and bottom, and long column divided by rectilinear signs, reflects the archways and long, thin, windows that establish the building’s character. The simplicity of the structure is respected, with a solution that adds a modern touch to the building’s discrete architectural design.

Challenges: Matching modern material and design techniques with an outdated building infrastructure. Visibility, assuring that it was equally easy for pedestrians on either sidewalk to read the signs clearly.

Overview: The Beach Mall had become run-down and needed a fresh clean look to replace old signage, revitalize the building façade and help attract new, higher quality tenants. We presented 3 different concepts based on a large unified tenant directory and awnings to embellish the façade, studying visibility as well as materials, possible lighting, and construction solutions.

The final design features light-weight aluminum construction, which puts little stress on the structure of the building. Colours were carefully chosen to match or complement those already used in the building. Brushed aluminum, paired with durable black vinyl letters create a great contrast and a sign that has both impact and visibility. On client approval of our 3D mockups, we supervised production and installation of the signage, to assure that implementation matched expectation.

Outcome: The Beach Mall now has a beautiful and freshened façade that offers tenants streetside visibility, while respecting the brand of the mall itself.

Date: 2008

Objective: Design and develop a corporate identity for a newly launched criminal law firm.

Target Audience: Individuals requiring legal counsel and fellow legal associates

Concept: Joseph Di Luca, Peter Copeland and Breese Davies joined together to launch their firm and with that merger in mind, it was important to establish a strong, united brand while exhibiting their individuality. The concept included a stylized triangle and initials which are representative of the 3 partners.

Challenges: Building a vibrant and energetic identity proved to be quite a challenge when the firm needed to convey themselves as a solid establishment of legal counsel. In a field where most recognized firms and professionals rely on their name and reputation, it was especially important to develop an identity for Di Luca Copeland Davies to stand out and be recognized.

Overview: Getting the client to be actively involved from the early stages of design to execution proved invaluable to the project, especially on a time constraint culminating in their official launch. The visual aspects of the brand progressed systematically along with the selection of colours, typography and theme. Production of the stationary including business cards, letterheads, envelopes and notepads followed the completion of the corporate identity. E-mail signatures and MS Word templates were also produced as further communication collateral.

Outcome: Di Luca Copeland Davies LLP has since opened their doors as a legal firm with a strong identity. The partners were happy with the resulting brand and its application to their personal stationary and communication materials. We also designed promotional guitar picks and temporary tattoos for their opening party.

Casco Design and Communications received Design at Work 2009 recognition for exemplary design project for the Brand category.

Date: 2006

Objective: To create a new corporate identity for an already established financial firm.

Target Audience: Investors and financial professionals.

Concept: It was important to convey the idea of this financial firm as guardians of investment and wealth by taking the existing griffin illustration and placing two of them back to back. The logo sets the tone for the rest of the stationary and branding elements through the use of the classical figure.

Challenges: It was a demanding task to create a new identity while maintaining a visual association with a former, parent company so that its clients remain confident in keeping their business within the same family of trusted investment professionals.

Overview: In-depth research and numerous meetings with the client proved necessary to understand the mechanics of the investment industry. Development of the logo progressed accordingly and was applied to the stationary, corporate collateral and electronic media. A brand book was developed to explain, provide and outline the appropriate use of the new identity in order to keep the brand consistent for both internal and external materials. The brand book featured appropriate logo application, style requirements, colour palettes and guidelines. A website was designed and developed to provide a versatile layout for easy update of news, media and documents. Back-end development was also required for secure client access to external financial tools.

Outcome: Lawrence Decter Investment Counsel’s clients have successfully accepted the new identity and are using the website to access their accounts. The client was very pleased with our services and has since become one of our steady accounts.

Date: 2007

Objective: To develop an identity for the new Bobby Forhan Olympic Rink, pay homage to a local, Newmarket hockey legend and inspire a new generation of athletes. This identity will be applied to the hockey arena, billboard and other materials. It is also important that iPLANcorp be given due credit as the sponsor for this venture.

Target Audience: Children, families, athletes and visitors of the Magna Centre in Newmarket.

Concept: The design focused on Bobby Forhan’s history as Newmarket’s local hero and as a former member of Canada’s Olympic Hockey Team in the 1960s. It was important to pay tribute to the past by taking visual elements from that time and modernizing them.

Challenges: Creative use of stock photography and design was required due to limited materials and photography. It was also important to consolidate the message, look and feel that would appeal to all ages.

Overview: Extensive research and client meetings were required to learn and fully understand the significance of Bobby Forhan’s history. Further study of the original Team Canada jerseys, certificates of participation and scanned photographs allowed us to present a series of logo options that best captured the client’s historic sentiments. The theme is further developed in a resulting logo that focused on the Bobby Forhan name and a maple leaf to symbolize Canada within a design that resembled a hockey arena. The theme is continued in the design of the billboard display where portrait and action photos of Bobby are colourized in blue with red highlights superimposed in a collage. Further planning of the environmental graphics required multiple visits to the location during the construction of the Magna Centre. Several tests were performed to ensure visibility, accessibility and durability of signage materials. Frosted vinyl was finally selected for the environmental graphics to produce a classic look.

Outcome: The Magna Centre attracts thousands of residents every month, raising the recognition of Bobby Forhan’s legacy in the City of Newmarket and iPLANcorp’s contribution to the community.

Date: 2006

Objective: To create an identity for a VIP exclusive event, “Flavours of the World”, and design a complete communications package which included a direct mail invitation, event passes and vouchers. Another objective was to plan, coordinate and setup event decorations to support the theme.

Target Audience: Members of the Winner’s Circle rewards program, ages 25 to 60.

Concept: The logo represents the complete experience of gaming, dining and horse racing while the prevalent theme of international travel is maintained by using travel documents as the inspiration for the communications package. The multicultural theme is further emphasized through event signage and decoration.

Challenges: It was important to maintain the look of travel documents with all the required information for each piece in the communications package. The event dinner included dishes from various places around the world but the menu was not yet confirmed or available during design so instead of using images of food, postage stamp designs were created to represent different regions.

Overview: After thorough consideration, the name “Flavours of the World” was chosen for the event. It was important to convey the excitement and experience the event had to offer, not only in the logo but in the supporting elements as well. Invitations were designed to resemble passports, access passes as boarding passes and drink tickets as mini postcards. The artwork on these pieces helped authenticate the event and give the audience a sense of being a world traveller. Once the build up to the event was established, additional event and directional signage were produced. Finally, it was crucial to maintain the design theme throughout the event decorations required for two separate venues.

Outcome: Reservations were fully booked every Thursday and Friday night during the event’s four week duration. Feedback was extremely positive and plans are currently in the works to run the event again in 2009.

Date: 2006

Objective: To develop an identity, produce signage and various media in promotion of a weekly, live entertainment and musical tribute acts every Friday and Saturday night.

Target Audience: Patrons of the OLG Slots at Woodbine.

Concept: The logo was developed around the main theme of an evening sky with the moon and stars. This theme was applied to other displays emphasizing the late night atmosphere of the event. The theme was also applied to freestanding displays which allowed the insertion of interchangeable posters.

Challenges: The key in establishing the design was keeping the theme cohesive and recognizable on various media, displays and formats. It was also important to make sure that these custom displays, installed in unusual locations throughout the site, did not interfere with site security.

Overview: Multiple visits to the site were required to explore and identify locations for installation of permanent and temporary displays. Pillar posters, entrance banners, freestanding displays and a portable, pedestal display were provided as custom solutions to take advantage of available space while keeping a minimum footprint. Further review of the site required a permanent solution and a neon backlit display was custom designed, produced and installed in the main entrance of the gaming floor for high visibility. Once the displays were set up, individual artwork was created on a weekly basis for every tribute act.

Outcome: Traffic to the gaming floor has increased an average of 5000 patrons every Friday and Saturday night. Patrons are able to recognize the Tribute Nights program and relate it to OLG Slots at Woodbine’s ongoing presentation of live entertainment and musical acts.

Date: 2006

Objective: To design and develop an effective direct mail piece that will stand out, invite and encourage the receiver to take advantage of the “Triple Play Tuesdays” promotion.

Target Audience: Members of the Winner’s Circle rewards program, ages 25 to 60.

Concept: Taken from the promotion name, the core concept centered on the number three. The direct mail piece took the shape of a multi-fold triangle featuring three detachable coupons. Each fold will open to reveal a new offer that encouraged the receiver to use the tear-away coupons and visit the site every week.

Challenges: Due consideration was given to size and dimension to comply with specifications set by Canada Post.

Overview: The logo was designed to reinforce the theme of the number 3 and the triangle. After establishing the design, several mock-ups were created to test handling and readability. Adjustments to the die cut, perforation and fold lines were made and a sample piece was produced for further testing on the automated postage machines. It was important to test the piece throughout the process to ensure the end result would succeed.

Outcome: The unique execution of the direct mail was well received and traffic to the site increased on Tuesdays for the duration of the program.

Date: 2006

Objective: To create an identity for a gaming promotion and apply it to a campaign to raise awareness, encourage participation and provide information on how to play.

Target Audience: Slot players, casino patrons and members of the Winner’s Circle loyalty program, ages 25 to 60.

Concept: The central image was an illustration of hands holding up a stack of ticket prizes to represent abundance, on a green background to symbolize money. The cartoon style illustration and overall aesthetic conveyed a sense of fun and playfulness.

Challenges: The design had to be versatile for application to various media including POS, digital spots, newspaper advertisements, backlit displays, etc. The design also had to stand out and compete with many distracting elements on the gaming floor.

Overview: The client was presented with three initial sketches of the logo. The chosen design was then converted to vector format to allow scalability and similar illustration elements were created to establish the creative theme. Once the information and mechanics of the promotion were finalized, the systematic creation of the POS, signage and media followed easily. A 10’x10’ booth was also designed and produced to serve as an information centre for the duration of the promotion and as the redemption station on redemption days.

Outcome: There was a positive response to the promotion with patrons returning to collect scratch cards and claim prizes on redemption days which in turn increased traffic on the gaming floor. The client received a beneficial return on investment and recommended the promotion to other OLG sites. The design has proven its longevity and effectiveness. This promotion has been running for over 3 years and is now hosted at eight different OLG sites.