ADDRESS 2020

Background

Address is a design show curated by designers, for designers. After six successful years in Vancouver, the founder Kate Duncan, decided to take Address to Toronto in 2020. The show is a highly curated collection of work from some of the best Canadian designers; from jewelry to furniture to painting and more. Address is an inclusive stage to showcase high-end design from a variety of categories.

Challenge and Opportunity

As the branding agency behind the original Address brand, Carter Hales was brought back in to refresh Address’ visual brand identity to reflect the show’s evolution. The design needed to differentiate itself from the founder’s own personal brand and it needed to work within its new city. Knowing the Toronto market, we sensed that the design had to be refined, serious, and clever. As a significant part of the brand included a mandate to be inclusive in scope, it was vital to consider that many exhibitors were industry-leading womxn, poc and queers in a significantly male-dominated industry.

Solution

To fit into the design scene in Toronto, the brand needed to feel progressive, contemporary, and fashion-forward. This year’s show was almost entirely filled with female-identifying creatives and designers and we were tired of the out-dated clichés of how femininity is expressed in a brand, often assumed to be soft and dainty. We developed something bold in its approach and design that reflects strong womxn doing amazing things through power, creativity, and strength.

Photography: Brittney Kwasney, Bright Photo