Diagonal was hired to refresh Carmen’s brand and create a new website to better represent their growing business. Carmen is a Spanish Tapas bar in the heart of Toronto’s trendy west end. We refreshed their identity by customizing their brand typeface, updating the colour palette, creating new photography, streamlined their brand’s messaging, and created a new website.
A personal project for Allison Rietta, the founder of Diagonal, who designed her own wedding invites, menu, signage, video, and post wedding collateral.
SickKids Foundation had begun a working notion of embarking on their very own fundraising walk. The hospital, foundation, board of directors, staff, patients, families and friends all came into consideration. To realize the vision of what could be. Creating a movement to change behaviour for mankind. Taking the brand beyond the hospital walls. Into the hearts and minds of all Canadians. Representing the belief that anyone can be the hero of their life story.
The challenge was that SickKids had less than six weeks to create and execute a fundraising idea. Our solution was “the Great Camp Adventure”: a FUNdraiser that connects with donors’ inner child. We created a 20 km “camp-themed” audio-visual challenge, and encouraged people from 0-99 to participate. The ultimate goal was to raise funds to support hospital initiatives. With the Great Camp Adventure, we took SickKids to completely new space, attracting 1,400 participants, and raising a total of $1.4 million.
*Disclosure: Allison led this project in 2013, while she was working at The Collective as Creative Director.
Diagonal was hired to create a new brand identity for Sono Photography Studio and Art Gallery. We took inspiration from the aperture and created a badge-like symbol for the new identity. A family of shapes and patterns were also created as part of the brand’s graphic devices. Diagonal designed also all marketing material and studio signage.
Verdion / HOOPP
Working with another consultancy agency, TRIA, Diagonal was asked to lead the creative development of marketing communications for Verdion (U.K.). Verdion is a major real estate investor, developer and asset manager of logistics warehousing in mainland Europe. Scope of work included designing a printed marketing brochure with a new look incorporating the brand identities of Verdion and its key partner the Healthcare of Ontario Pension Plan.
Sistemalux is a lighting company based in Montreal, Canada. Starting out as distributors of European lighting systems, they have now evolved into a modern manufacturing company. Diagonal was hired to create and design a new look of catalogues for their products.
Diagonal was hired to create a new identity for jazz singer/songwriter, Daniela Nardi. Nardi wanted to move away from her name and instead be referred to as her new project, Espresso Manifesto. The project embodies everything Italian, starting with a debut album that is a tribute to Paolo Conte. Brand strategy and positioning, brand identity creation, marketing and website design were all part of project scope.
Known for her bold, contemporary style, Trina Hiscock brings a wealth of brand management expertise and charismatic energy to clients. Previously called Personal Touch Management, Diagonal was hired to create a new service brand that included renaming the company, now called TRIA. TRIA offers strategic simplification, communication planning, video strategy and production, digital strategy, and change management services
Diagonal was hired to revamp the website and developed a new product marketing campaign for Platinum Naturals, a family-owned, vitamins and supplements company, to update the brand and drive consumer awareness. The scope of work encompassed market research, marketing strategy, messaging strategy, art direction and design.
As the largest Canadian retailer of sports clothing and equipement, SportChek became the presenting sponsor of the SickKids Great Camp Adventure Walk. Diagonal was hired to create and design all of the branded collateral for SportChek at the annual event.
Wittington Properties hired Diagonal to create their annual holiday Tenant Appreciation event. We created a branded event theme, “Winter Spice”, inviting tenants to come down and “warm up in a trice, join the winter spice!” The food, music and decorations reflected the theme through warming flavours of deep chocolate and caramel, to fruit-embellished floral arrangments while listening to a spicy latin tone of the jazz trio.
Diagonal was hired to create a new brand identity and website for Scott’s Reno To Reveal, an inaugural campaign to house content focused on renovation tips, how-to’s and design inspiration by the award-winning host and executive producer of hit television series Income Property. Other work included development of brand guidelines, collateral and marketing materials for the campaign.
Brookfield Place is renowned for its award-winning architecture; for being the heart of the financial capital of Canada; and for showcasing Arts>Brookfield as a way to promote and share multi-media art with the general public. Our aim was to encompass all this, and to move Brookfield Place forward on a journey of digital discovery that will capture the quality of the place, its retail offerings and services, and the corporate tenants located at the address. The focus of the new campaign emphasized Brookfield Place as the main character. Brookfield Place is iconic. The building is the brand. We have used this concept to divide the campaign into three buckets: The Body (Physical), The Mind (Brain), and The Soul (Heart). The focus of the new campaign emphasizes the feeling of “I’m valued here and there’s so much to make my daily life easier”. All the services and offerings one would need are found right within Brookfield Place. Acknowledging Brookfield Place 20 year history, it still remains… Current. Modern. Plugged in.
*Disclosure: Allison led this project in 2014, while she was working at The Collective as Creative Director.
Diagonal was hired to lead creative on the marketing campaign for Platinum Naturals’ EasyIron to raise awareness of the product and drive consumers. Working closely with marketing consultant Jeff Swystun, we conducted research and developed the marketing strategy, which then informed our creative execution for the digital campaign.
Ruby On The Beach
Ruby on the Beach is a learning program that challenges the whole “tech bootcamp” idea. It integrates real learning patterns into its curriculum, offering courses in tropical locations around the world. Ruby on the Beach wanted its logo to capture the brand’s irreverent character within the tech world. Diagonal refreshed the existing logo, giving it a more distinct look. Then, the brand’s entire visual identity, including its website was designed.