SNAP PROJECT

This project was something that our fourth year, graphic design thesis teacher Keith Rushton gave to the class without any heads up, with a turn around time of only 24 hours. The goal of this project was to simulate a real world deadline, where we needed to rebrand an event taking place in Toronto, as well as give a presentation on our redesign, all within 24 hours. We were paired up into groups of two, my partner Vanessa Lalvani and I were given Toronto Tech Week as our event.

We first began by doing research on our new client and figuring out what exactly the core of the event was. We found that Toronto Tech Week is a community-led, city-wide celebration of Toronto's tech ecosystem, created in 2024 by a group of volunteers with its inaugural event, running every year since then. Built to fill the void left by the Collision conference's departure from the city, it brings together founders, builders, startups, investors, industry partners, tech professionals, and students for a weeklong collection of events designed to connect, celebrate, and showcase everything that makes Toronto's tech community thrive — for Toronto, by Toronto. They are very proud to be Canadian, and from Toronto Specifically

Toronto Tech Week 24-hour design sprint presentation deck display board pinned to studio brick wall

Toronto Tech Week visual identity branding mockup, digital lens Toronto skyline graphic with modern pixelated textures

Our idea boiled down to representing TTW by using its iconic skyline and its growing tech identity. We wanted the visual language to feel like the city rendered through a digital lens. Familiar but reinterpreted through technology.

As per the instructions by our professor, we needed to include various ways of advertising and promoting the event. This included things such as subway posters, both large and small, a large billboard, a bus shelter poster, tickets or badges, convention merchandising, in whatever form we decided and a website splash and home page. We created a brand new logo, and chose a typeface that would be consistent throughout the entire event. Our main colour choices were Purples, Blues, Greens and white, with a use of pixelation and grain as our texture.

Large urban outdoor billboard mockup in downtown Toronto showing bold Toronto Tech Week rebranding campaign

What we learnt during the Snap Project.

As per the instructions by our professor, we needed to include various ways of advertising and promoting the event. This included things such as subway posters, both large and small, a large billboard, a bus shelter poster.

We wanted the campaign to establish an unmissable civic presence throughout downtown transit corridors, transforming everyday commutes across King Street and TTC subway stations into an immersive invitation to Toronto's flourishing tech culture.

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