Tote bag design
The new logo has an approachable feeling with a touch of classic urban typography
Inline version of new logo
A selection of the design system's stackable sandwiches
A selection of icons from the initial system design
All icons align to a fixed grid, making for simple stacking
Core brand colour palette

Downtown Victoria

I had the amazing opportunity to rebrand the Downtown Victoria Business Association in 2016 to reflect their stature as the ambassadors and leaders of all things happening downtown. So I built a custom system of linking, stackable icons that highlight the vibrant, eclectic, and ambitious life of the city. The resulting “city sandwiches” are infinitely reusable and easy to rebuild or append to and have become a notable look on signage throughout the core.