jfm+

Jane Finch Mall is surrounded by a diverse community of residents with over 120 nationalities and 100 spoken languages, and 77 per cent of the population was under 55 years of age. The neighbourhood of Jane and Finch has an engaged community with active non-profits, partner groups and grassroots organizations that would want to be part of the site's future.

We helped gather insights from community leaders who were tapped into the people who were and would become consumers. We analyzed the data to inform the creative approach and design a brand that would reflect the site's history, relationship with the community and evolving future. Through our approach, we created three unique brand looks to reflect various takes on the future of Jane Finch Mall, gathered feedback from the development group and stakeholders and narrowed it down to one final brand look and feel. We brought the brand to life through in-store, out-of-home and digital advertising, mailers, social media, and more for a cohesive experience whether onsite or in the community.