THE HANGAR DISTRICT

Together, with Lux9 Inc. and the team at Northcrest - we created a custom brand and identity for The Hangar District at Downsview, a proposed mixed-use community development on the grounds of a former Canadian Forces Base in Toronto, Ontario.

PROJECT TYPE

BRANDING & IDENTITY

ROLE

CREATIVE DIRECTION, ART DIRECTION, IDENTITY DESIGN, UX/UI DESIGN +

YEAR

2022-2023

PARTNERS

LUX 9, NORTHCREST

The identity system for the hangar district aimed to embody inclusivity, creativity, connection, and innovation. The primary colour palette was distilled from the original architectural and structural elements that remain in place throughout the property.

Through a blend of colours, typography and a modular logo mark, the brand sought to create a welcoming and diverse sense of place that encourages collaboration, artistic expression, meaningful connections, and innovative new ideas.

After landing on a typeface and a colour palette, many avenues were explored for the logo and wordmark.

Directions for the identity included an expansion on the existing Northcrest identity as well as concepts that explored using the runway as a graphic anchor. We also explored iconography that focused on the hangar doors on the property that have a unique way of opening and closing.

Ultimately, a simpler wordmark and "arch" symbol were chosen resulting in a versatile and adaptable identity that worked hard across all channels.