Toronto Inc. Booths

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.

Toronto Inc. Visual Identity: A modern, scalable identity including logo lockups, typography, color palette, and supporting elements.
Booth Graphics for Web Summit and Collision: Large-format visuals designed for high visibility, brand storytelling, and spatial clarity in crowded expo environments.
Environmental Applications: Branded signage, wayfinding, and supporting assets for digital screens and printed materials.
Flexible Brand System: A system that could evolve with future events while maintaining cohesion across the three founding organizations.
Cross-Functional Collaboration: Worked with internal teams and vendors to ensure strong alignment from strategy to execution.