TORONTO BOARD OF TRADE by Cundari for Toronto Board Of Trade

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TORONTO BOARD OF TRADE

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Industry Website, Business equipment & services, Corporate Image
Media Design & Branding
Market Canada
Agency Cundari
Creative Director Dean Martin
Released December 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: TORONTO BOARD OF TRADE
Product/Service: BOARD OF TRADE
Agency: CUNDARI
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: CUNDARI , Toronto, CANADA
Account Director: Deborah Arbus (Cundari)
Design Director: Mike Kwan (Cundari)
Creative Director: Dean Martin (Cundari)
Vice President Client Services/Branding/Design: Marla Chow (Cundari)
Chief Creative Officer: Brent Choi (Cundari)
Media placement: Corporate Identity - Corporate Collateral, Head Office Signage - December 15, 2009

Describe the challenges and key objectives
1. Create an identity that reflects the increasing diversity of TBOT's members, which moves beyond GTA. 2. The identity must resonate with the following target audiences: - Small and medium business owners, and CEOs across key industries; - Business leaders of lage enterprises across key industries (C-suite); - Gen Y; - Leaders in federal, provinicial and municipal government; - Leaders of organizations that represent broader GTA community (partnership); - New people to Toronto/GTA; - Media/TBOT employees/Cultural community The identity must also counter an old boys club perception, and reflect a contemporary, current, and refreshed brand image.

Describe the brief from the client
After creating a three-year strategic plan and a brand positioning to build greater awareness and relevance among members, stakeholders and the GTA business community, TBOT sought a partner to design a new visual identity reflecting this significant initiative.

Describe how you arrived at the final design
Several concepts were developed, and ultimately presented to a committee, consisting of various stakeholders and constituent of TBOT.

Give some indication of how successful the outcome was in the market
The new identity has been fully implemented in all communications vehicles of TBOT, and is fully reflected in the renovation of their current office space.