Yonge and Dundas is the most happening intersection in Toronto. Home to Toronto's own version of Times Square, there is always something going on. 10 Dundas East Centre needed new identity, as well as to infuse the Centre with an identity and narrative fitting for the tenants, the area, and the entertainment it proudly boasts. The name Tenor plays on the idea of the address, street number 10 as well as the name of one of the highest voices in a choir.
As a Senior Art Director, my responsibility on this project was reimagining the new identity for The Tenor and developing strategic art direction for the brand campaign and interior signage. After rounds of options the logo featuring tall vertical lines of dynamic height that create a curve at the top to reference the shape of the building as well as the high tenor voice reference and music equalizer bars was chosen as a best way to represent this commercial real estate. For the brand campaign I created a palette of primary colours that is defined by striking, colourful gradients to showcase The Tenor’s dynamic energy that captures the character and vitality of Centre's tenants and the collective aspirations for a future that reflects the diversity of cultural and commercial activities.
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