– Ronn Battaglia
SOS was engaged by
the Ontario Crafts Council to modernize their brand identity and update their website.
We dug into the archives to uncover the history of the organization and arrived
at a deeper understanding of its staying power in promoting the development of
craft in Ontario and serving craftspeople throughout the province.
Our engagement signalled the organization’s renewed vision for future sustainability and growth along with a commitment to engaging a diverse audience (members, public, hobbyists, professionals, local, international) across multiple channels (print, online, gallery, store). The new visual identity and supporting brand elements had to express the breadth and diversity of craft itself — its artistic and cultural expression, its decorative forms, its economic and functional purposes — all which take shape from both natural and man-made materials.
We began by wrestling with society’s acceptance of craft. How is it defined? Is craft a good word? What does the word encompass? Once produced, craft speaks for itself, communicating meaning in a variety of ways and with multiple voices. It speaks to the act of creation and the finished piece, opening up dialogues on art, function, creativity, spirituality, nature, philosophy and ways of life. We knew that an identity encapsulating this kind of artistic expression must be open and unrestrained, fluid and organic.
– Mark Hickmott
With a mandate to lead, advocate, define and deliver, the Ontario Crafts Council is anything but stationary and fixed. It’s an organic organization that adapts, evolves and responds to the needs of its members and its audiences. A standard, fixed or typical logo wouldn’t serve the open and fluid nature of the Ontario Crafts Council. Therefore, we proposed a dynamic identity, one made up of variable elements to signal its diverse offerings and evolving nature.
– Brian Levac
The comprehensive system we developed for Craft Ontario included brand guidelines, advertising and event standard, as well as a reimagined website unifying backend systems (CMS, eStore, subscriptions, event registrations, membership maintenance, CRM, newsletters, eblasts and galleries) and frontend user experiences with maximized technologies.
– Shravan Sadhwani
We developed a website that did justice to Craft Ontario being a comprehensive, inclusive and multi-faceted organization. It not only expressed outwardly the elements of their new brand but also became a significant operational tool for their organization by reducing staff and volunteer workloads and incorporating tools and resources for members and non-members alike.Visit website
When it came to implementing the new brand in Craft Ontario’s Gallery and Shop, a big focus was how best to brand the large window on the store front. To ensure there was a clear view into the Gallery from the street, we created a decal using the outline of the new mark that passers-by could see through. We then used the walls in the interior to showcase the various iterations of the mark.