Creative Director: Tina Mackenzie RGD
Art Director: Alex Lo-Basso
Designers: Josh Remazki, Brian Marchand, Chelen Petrucci, Ruth Flower-Davies, Reg Smith, Brad Pyne
The City of Mississauga is on the cusp of great change and needed a new brand identity to reflect the city’s past and optimistic future. The new identity is strong, open and bold. The shape forms a future-focused “M” and the open spaces embody the spirit and possibility of a young city that continues to build and shape its future. There was a lack of resources and budget for this project – with less than a year to research, engage stakeholders, define positioning and brand story, design, test and present to Council before elections.
Key collaborators included Brand Manager David Ferreira, and the team at Trajectory – primarily, Jeanette Hanna and Paul Hodgson for research, positioning, stakeholder engagement and all around creative encouragement. Project objectives and deliverables were met on time, and the implementation continues to be rolled out.
It can be immensely challenging working with in-house clients, especially if the client is the government. As the implementation continues, the current brand work has given the city a refreshing facelift, ushering it into modern times as the city continues to grow. The bold contemporary look hints at current design trends but pushes boundaries for branding cities. The range of applications, from signage to stationery, and website to parking passes, demonstrates that design collateral for governments can be distinct, flexible, delightful and innovative. The new branding makes a big splash, and knocks on the door of the City of Toronto, its more well-known neighbour, demanding renewed attention and consideration.
- Cecelia Mok