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Fook

@fookcomm

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We create the most important parts of your brand.
Strategy. Branding. Web. Campaigns.
 
#MadeByFook
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[1/3] We worked with the Queen Street West Business Improvement Area (BIA) to create a new brand strategy and brand identity for the Queen West neighbourhood, to help preserve and grow Toronto’s most iconic street. Queen Street West has been the creative heart of Toronto for generations, home to independent businesses, artists, musicians, and communities who built their lives in its low-rise heritage buildings and storefronts. And as one of the most popular and cherished streets in the city, it was hugely important that our work reflected and amplified the character of the Queen West community. Through the project, what emerged was a clear guiding principle: We needed a strategy and an identity that would let the community’s creativity come to the fore. We decided it was not the job of the brand identity to carry the creativity of Queen West, nor compete with the neighbourhood’s vibrancy - the job of the identity was simply to frame it. Art, vibrancy, and music in Queen West has always, and will always, come from the community. Read more about the project in bio 👉 #MadeByFook #brandidentity #graphicdesign #torontodesign #queenwest by @fookcomm
2
5 months ago
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[2/3] We began our work with in-depth research across a broad range of stakeholders to get a clear picture of what Queen West really means to people. We surveyed the public, and interviewed business owners, City of Toronto employees, and BIA board members. From these insights, a clear theme emerged around just how integral creativity is to the DNA of the neighbourhood. So we began to align around a strategic direction that put art and creativity at the centre, with “our street as a canvas” becoming the organising idea. We then started shaping a brand identity aligned to this strategy, that would let the community’s vibrancy come to the fore rather than compete with it. And this was our guiding principle - to create a platform and canvas for the community to add colour and life, rather than trying to impose what Queen West is. As part of this work, we set the logo in American Grotesk Heavy - chosen for being clean and balancing character, groundedness, and confidence. Inspired by the design of traditional street signage, “West” is subscripted and underlined. This blue bar is then an ownable and adaptable visual tool for Queen West, and can carry different colours or patterns for events, partnerships, or celebrations. And with the brand identity and brand strategy as our foundation, we then rolled it out across the website, streetscape assets, photography, and other print and digital marketing assets. All drawn from the same creative direction, and all designed to work together. Read more about the project in bio 👉 #MadeByFook #branding #graphicdesign #torontodesign #queenwest by @fookcomm
1
5 months ago
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[3/3] Since completing our work, the brand strategy and identity have been presented to the public, the membership, and key City of Toronto members including the Deputy Mayor, with the brand launch at the start of 2026. At each turn, it has been met with enthusiasm and excitement. The brand strategy, organised around the idea of “our street as a canvas”, has refocused the BIA on driving a creative culture that can keep Queen West vibrant and bustling. The brand identity is simple, focused, memorable, and ownable. It adapts as Queen West evolves and changes over time with an identity that will remain relevant, timeless, flexible, and inclusive. It brings balance to the visual landscape, with the grit and unvarnished character of the street being balanced with something cleaner and clearer. It also acts as a platform for the community to add colour and creativity. Rather than try to impose something new, or compete with its vibrancy, our brand strategy and identity simply reveal what the neighbourhood has always been, and create the space for it to express itself. All while giving a strong and consistent visual foundation. The result of our work, then, is a holistic rebranding with an internal and external brand strategy, brand identity, website, and full suite of digital and print marketing assets to launch Queen West into this new direction. The BIA now has the focus and direction it needs to help support the mission of keeping the neighbourhood thriving for many more years to come. Read more about the project in bio 👉 #MadeByFook #branding #creativeagency #torontodesign #queenwest by @fookcomm
0
5 months ago
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Our brief for DW Electric - an electrical and lighting installation company - was to build a distinctive updated identity, and then create an effective online presence to reach new customers. This identity needed to stand apart from the feel of a traditional trades brand and instead place the emphasis on creating beautiful spaces. A family-run business for generations, the company had grown beyond its original roots and they needed an identity that was more sophisticated, but still down-to-earth. It needed to reflect a company that had grown into a larger brand, and also embody the deeply personal and meticulous approach they take with clients. As we learned about DW Electric, we understood how they view their role: Designing the electrical systems that let a space become liveable, beautiful, and personal. The connection between a person and the space they occupy is what DW Electric is really selling. We took that idea of connection and let it run the identity. A single, intentional line - starting in the logo - became the main visual feature, representing both a literal wire, and also this theme of connection. Combined with the typeface (Saans) and colour palette, we created an identity that is contemporary, approachable, trustworthy, and grounded, while conveying the clarity and confidence of a company led by quality design, and that treats its work as a craft. We then carried this visual system into everything - a new website, print collateral, and vehicle wraps - giving DW Electric an identity ready to grow the company into the future. Read more about the project in bio 👉 #MadeByFook #brandidentity #graphicdesign #torontodesign #branding by @fookcomm
3
4 months ago
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Some fresh street photography for a complete rebrand of @queenstreetwest commissioned by @fookcomm — to photograph the many moods of a street I’ve called home these past few years, and see it come to life within their new brand identity, was so fulfilling. Agency: @fookcomm Art direction: @michaelwooood Visual Identity: @mycupoftiah queenstreetwest.ca taken in Queen Street West by @fookcomm
16
7 months ago
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[3/3] Generating over 178m impressions, our campaign stretched from billboards in Thunder Bay, to talks in Toronto universities. We grew awareness in the general population, while ensuring we reached specific communities. Our billboards covered 15 regions across Ontario, and included the biggest and most iconic Toronto billboard in Sankofa Square (formerly Yonge and Dundas Square). We also had digital restobar posters, wild postings, ads on Toronto’s public transit, and digital posters on Ottawa transit stops. Our carefully curated list of passionate influencers then began amplifying our message among priority populations and starting the conversation in these communities - including radio, podcasting, and live event collabs. In the media, we had coverage including CBC Metro Morning, CBC Radio Ottawa, Yahoo, and Media in Canada. This was then supported with paid social and digital ads which ensured an even wider reach for awareness, and promoted the KnowHIV.ca website resource. With this wide-range of touchpoints, we reinforced our message by reaching people multiple times and in multiple ways, making our campaign feel like an active conversation in the province. We boldly communicated a necessary HIV message at a critical time, helping to bring HIV back into the public consciousness, and delivering incredible foundations for KnowHIV to grow into the future. Read more in bio 👉 @fookcomm #WorldAIDSDay #MadeByFook by @fookcomm
0
a year ago
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[2/3] Our campaign strategy was simple and focused: bring HIV back to the awareness of the general population with large-scale out-of-home (OOH) advertising, and amplify that OOH message through media and influencers to reach specific communities. By boldly discussing HIV in public, we wanted to create a story worthy of discussion, and bring HIV back into the collective conscience. And by talking so publicly about such a stigmatised subject, we aimed to empower people individually. Our goal for this campaign was to deliver a clear, approachable, and simple message. It was important to avoid feeling clinical or cold, and instead resonate and remove stigma by normalising the way we spoke about HIV. We wanted a brand identity that was sensitive to the seriousness of the subject matter, but felt warm, contemporary, and accessible. We also prioritised adaptability with a visual system that easily allows other organisations or regions to join the campaign, making KnowHIV inclusive at its core. So, we developed a message that is simply how people speak, a brand identity that is inviting, human, and reassuring, and a name that is clear and encourages action. A careful balance of voice, message, and visuals gave a tone for the campaign that captures kindness, approachability, trust, empathy, and confidence. It delivers a clear and important message, while avoiding fear-mongering or alarm. Read more in bio 👉 @fookcomm #WorldAIDSDay #MadeByFook by @fookcomm
0
a year ago
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[1/3] This time last year, we were getting ready to launch our campaign for #WorldAIDSDay with KnowHIV, and it is still among the proudest and most meaningful work we’ve had the privilege of working on. Having the opportunity to positively impact something so important was hugely significant for us. This was a responsibility we took seriously, so we gave this project everything we had. Today in Canada, HIV is no longer front page news, and many people think it’s solved. But in fact, new diagnoses in Ontario are on the rise. There is a need to re-engage the public around HIV, and to help populations most affected by it seek testing and treatment. Our client (the Ontario HIV Treatment Network) briefed us to create phase 1 of a multi-year awareness campaign, and build a new campaign platform as the first step in a long-term plan to support priority populations and prevent HIV transmission. In this first phase, launching on World AIDS Day 2024 (Dec 1st) and running until March 2025, we wanted simply to restart the conversation, and bring HIV back to people’s attention - both in the general population, and in groups that are typically most at-risk. Working closely with many stakeholders across the sector, we had to plan, create, and execute every component of this campaign - from naming and branding, to marketing, PR, and media buying strategies. From iconic billboards, to legacy media radio, to cutting edge podcasts, our campaign reached across the province and generated over 178m impressions. Read more in bio 👉 @fookcomm #WorldAIDSDay #MadeByFook by @fookcomm
2
a year ago
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When @fookcomm came to us with this campaign for Mister Safety Shoes, we knew we were called on to level up the production quality. Full crew, real camera and a lot of laughs. Project & BTS coming out soon! taken in Toronto Canada by @fookcomm
11
a year ago
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[3/3] Our logo, connecting the “E” and “M” from Enya Mond, is a simple representation of the connection between parent and child. The logo is set in the GT Walsheim typeface, which is used across the visual identity. This typeface, along with the colour palette, was carefully selected to balance sophistication with warmth and approachability. It helps the brand feel effortlessly open, while also showing the quiet confidence and maturity expected from a high-end fashion label. And with the brand identity established, our work was only just beginning. From strategy and positioning, to branding, copywriting, imagery, website development, and print advertisements, we took the vision for Enya Mond and gave it life, establishing a brand that is clear, consistent, and authentically stands for something. It’s a brand with elegance and warmth. One that supports high-end products, while being there a community of mothers and parents that feel seen by what Enya Mond does. #MadeByFook #fashion #parents #motherhood #fashionbranding #brandingagency #branding #brandstrategy #designthinking #graphicdesign #brandidentity #instadesign #designtoronto #brandingstudio taken in Toronto, Canada by @fookcomm
1
3 years ago
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[2/3] For us to find a meaningful position for Enya Mond, our work here started by defining a clear vision and strategy. With insights their team had already gathered, plus work from our side to deepen our own understanding of the industry and the experiences of motherhood, we started to shape a value proposition to give direction to the brand. We articulated the vision - a brand built around an authentic understanding of the experience of mothers - and used that as our anchor. We channelled the vision into a tagline that perfectly captures everything we wanted Enya Mond to be: “You’re a mother, but you’re still you.” This simple line was then supported with a visual identity that effortlessly carried that sentiment while portraying a sophisticated fashion brand. #MadeByFook #fashion #parents #motherhood #fashionbranding #brandingagency #branding #brandstrategy #designthinking #graphicdesign #brandidentity #instadesign #designtoronto #brandingstudio taken in Toronto, Canada by @fookcomm
0
3 years ago
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[1/3] Enya Mond is a Canadian brand making luxury parenting bags that combine fashion and function, in an industry which is usually only about the latter. Inspired by the founder’s own challenging experience of becoming a mom, which saw her (and many others she knew) grapple with keeping her identity, Enya Mond is all about supporting the journey of motherhood with products that help moms be moms, and also themselves. Their team came to us with a beautiful line-up of bags that were already very well received, and now they were ready to focus on branding. Our job was to establish a brand that balanced the elegance of high quality fashion, with the empathy of understanding the needs and experiences of their customers. #MadeByFook #fashion #parents #motherhood #fashionbranding #brandingagency #branding #brandstrategy #designthinking #graphicdesign #brandidentity #instadesign #designtoronto #brandingstudio taken in Toronto, Canada by @fookcomm
1
3 years ago
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