Canada Day
at
Queen's
Park
PROJECT
Canada Day at Queen's Park
ROLE
Art Direction + Design
OVERVIEW
A bilingual campaign and visual identity created for the Legislative Assembly of Ontario’s Canada Day celebrations across print, digital and environmental applications.
THE CHALLENGE
Create a cohesive bilingual identity for Canada Day that could adapt across a wide range of print, digital and large-scale applications while remaining distinctly connected to the Legislative Assembly of Ontario.
DESIGN EXPLORATION
The creative direction called for a bold, vibrant identity that would make the Canada Day event immediately recognizable across Ontario. Early concepts explored how colour, imagery and scale could create a distinctive visual presence across a wide range of applications.
The final direction built on familiar Canadian symbolism while grounding the identity specifically at Queen’s Park. Layered maple leaves, architectural elements and a focused red palette created a celebratory system that could scale from small digital applications to large-format environmental graphics.
VISUAL IDENTITY
The logo integrates the Ontario Legislative Building within a maple leaf to create an instantly recognizable symbol of Canada Day at Queen's Park. Designed as a bilingual identity, it balances celebration with clarity while remaining adaptable across a wide range of campaign materials.
Inspired by Canada's iconic red and white palette, the colour system reinforces national identity while creating a bold, cohesive visual language. The limited palette provides flexibility across a wide range of applications without sacrificing clarity or consistency.
HEX #D2232A
R:255 G:35 B:42
PANTONE: 185 C
HEX #90191B
R:144 G:25 B:27
PANTONE: 1815 C
OFFICIAL EVENT SIGNAGE
The primary event poster needed to communicate a large amount of information in both English and French while remaining clear and easy to scan. The illustrations were designed to emphasize the family-friendly nature of the event while giving audiences a preview of the performances, rides and activities they could expect. With limited space and two languages to accommodate, the challenge was distilling the information to its essentials while maintaining a strong visual hierarchy.
O-O-H ADVERTISING
Created for a digital wall in Toronto's Union Station, this promotional video combined motion graphics with custom drone footage of Queen's Park. I directed the aerial shoot to capture the exact perspective needed, ensuring the footage aligned seamlessly with the campaign's visual identity.
Signage + Merch
STAGE BANNERS
Large-scale stage banners extended the Canada Day identity into the event environment, creating a highly visible focal point while maintaining a cohesive bilingual presence. The system was designed to remain bold and recognizable at a distance while framing the stage without competing with the performances.
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FEATHER FLAGS
29 VARIATIONS OF BOOTH SIGNS
EXTERIOR SIGNAGE
STAFF T-SHIRT
SOCIAL MEDIA
Social media content was developed across Instagram, Facebook, LinkedIn, and X to keep the public informed and prepared leading up to the event. Each post communicated different information while maintaining a cohesive visual identity across every platform, ensuring the campaign remained recognizable, consistent, and easy to navigate.
THE OUTCOME
The final identity created a cohesive presence across advertising, digital media, environmental graphics, signage and event materials, allowing the Canada Day campaign to remain recognizable across every public touchpoint.
