Toronto Atmospheric Fund
The Power of Efficiency
Established in 1991 as the world’s first municipal climate agency, Toronto Atmospheric Fund is dedicated to helping the city, its residents and businesses reduce their climate footprint. Internationally recognized for its innovative and effective programs, TAF has helped the city save $55 million on energy costs while helping citizens to live in healthier communities.
In 2011 TAF celebrates 20 years of leadership and success. The agency commissioned G Strategic to design a 16-page “Vision” brochure to communicate TAF’s technical, financial, and social innovation expertise, and its ever-expanding relevance in “greening” Canada’s largest city.
More than a simple one-off printed piece, the Power of Efficiency brochure is designed as the basis of an organizational re-brand to be rolled out across all subsequent printed and digital media. As altering the wordmark was not an option, this had to be accomplished through the establishment of a graphic “toolkit”. A further design challenge: clearly communicate TAF’s unique business model to a diverse audience of potential as well as current partners and investors.
G Strategic created a photo treatment that is distinctive and dramatic, making the most of TAF’s orange/blue colour palette. An outlined font effect adds personality and subtly conveys precision and expertise. The most distinctive element of the “toolkit” is a proprietary illustration style evocative of schematic technical/architectural drawings. The digitally rendered illustrations have the double advantage of supporting as well as clarifying the text, as needed.
Toronto Atmospheric Fund was delighted with the design thinking and resulting foundation design piece establishing TAF as a powerful brand, confidently leading Toronto towards a greener future.
In 2011 TAF celebrates 20 years of leadership and success. The agency commissioned G Strategic to design a 16-page “Vision” brochure to communicate TAF’s technical, financial, and social innovation expertise, and its ever-expanding relevance in “greening” Canada’s largest city.
More than a simple one-off printed piece, the Power of Efficiency brochure is designed as the basis of an organizational re-brand to be rolled out across all subsequent printed and digital media. As altering the wordmark was not an option, this had to be accomplished through the establishment of a graphic “toolkit”. A further design challenge: clearly communicate TAF’s unique business model to a diverse audience of potential as well as current partners and investors.
G Strategic created a photo treatment that is distinctive and dramatic, making the most of TAF’s orange/blue colour palette. An outlined font effect adds personality and subtly conveys precision and expertise. The most distinctive element of the “toolkit” is a proprietary illustration style evocative of schematic technical/architectural drawings. The digitally rendered illustrations have the double advantage of supporting as well as clarifying the text, as needed.
Toronto Atmospheric Fund was delighted with the design thinking and resulting foundation design piece establishing TAF as a powerful brand, confidently leading Toronto towards a greener future.
