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Projectors on top of metallic cabinet, picture of projector hanging on wall

Open collaboration

We knew last fall when we started looking for a new location that at its core, our new space had to be all about open collaboration.READ MORE

Piece of the Switchback poster featuring its logo and the words Propelling Community

Supporting community

“Community” is a powerful source that helps to both shape and support brands. I’m a big believer in the benefits of forging community bonds, and there are some strong ones at the heart of Switchback Cyclery.

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Seeing_double

Seeing Double

While riding the streetcar recently, I noticed two ads placed side-by-side that looked as though they were from the same organization. Education en langue francaise en Ontario and Le Centre francophone de Toronto both had prominently used their logos – stylized human figures holding their arms – as a focal point of their ads. Upon closer inspection and a quick internet search, I found out that the former group was set up by the Ontario government to provide information and encourage enrollment in French language schools in the province, the latter is a not-for-profit organization that assist francophone’s who come to live in Toronto. Two different organizations, two different mandates, two different target audiences… two very similar brand identities.
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PG_82_tix

It all starts with a Muse

I have recently been thinking quite a lot about the nature of creativity and inspiration – where does it come from and how does someone feed and nurture it? So I surprised myself the other week when I came to the recognition that I have had a creative muse who has influenced me for the past 30 years.