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Ideally a brand emerges or evolves through an intentional process of reflection. The Greater Toronto Airports Authority (GTAA) conducted an evaluation that indicated the DNA of their brand could be expressed in a single word: smart. We facilitated the soft launch of this brand shift through a new-look Annual Report.

View the work.

First, though, we needed to identify a through-line that could transform smart into a set of related stories and perspectives.

The theme “Smart Connections” offered a broad canvas, and we then used the report to describe how smart operational changes connected directly with improved environmental outcomes, community relations, and customer experience. Whimsical illustrations by Jessica Hische helped to humanize the message and brought a visual dimension to the theme.