ActiveSTC

corporate collaboration -
City of St. Catharines

collaborators -
Corporate Communications

my role -
Logo and Visual Identity, Graphic Design

overview -
ActiveSTC was developed by the City of St. Catharines to provide the community with a specialized website, offering convenient access to view and register for activities and programs. The primary objective was to establish a seamless, comprehensive platform for residents to engage in city programming and maintain an active lifestyle. This goal was realized through the creation of a logo, visual identity, and a range of printed and digital materials that facilitated the launch and engagement of the initiative.

approach -
The design of the ActiveSTC logo took a playful and simplistic approach, utilizing a combination mark (both a logotype and logomark) to embody a forward-looking perspective and an active way of life. By using a rounded sans-serif typeface and an energetic color palette, the design synergized with the vibrancy of physical activity while maintaining a strong connection to the Corporate Identity, with green and blue prominently featured. By utilizing both light and bold versions of the rounded typeface, attention was directed to each word while preserving a cohesive logomark.

Drawing inspiration from the City's logo, the ActiveSTC logo featured three arrows, reminiscent of the chevron, positioned above the letters "STC." This placement drew focus to the city while symbolizing movement and progress. The collateral included a variety of icons to embody the initiative's playful and straightforward vision while promoting inclusivity. Each icon was paired with a triangle-like shape, amplifying the sense of playfulness and energy.

deliverables -
Logo and visual identity, printed collateral, website, digital signage and social media collateral