In a transformative branding and visual identity project, Mint Agency breathes life into Toronto's newest arts and culture hub, HomeCourt. Situated in the heart of downtown Toronto, HomeCourt offers a multi-functional space for discussions, workshops, photography, videography, events, and more, all with a signature design that reflects its creative nature.
Executive Creative Director Kim Tarlo and her team at Mint drew inspiration from art institutes and high fashion brands, incorporating elements of Swiss Design to create a striking yet minimalist aesthetic for HomeCourt. The design exudes modern sophistication, juxtaposing oversized typography with simple icons. The black and off-white color palette is accentuated with neon splashes, embodying HomeCourt's bold spirit.
Typography plays a significant role in establishing HomeCourt's branding, with the classic Neue Haas Unica font paired with the elegant Editorial New font. This unique combination of fonts brings a balanced contrast, reflecting HomeCourt's timeless and contemporary duality.
The design team at Mint also developed a compelling wordmark and icon for HomeCourt, by stretching and overlapping the 'H' and 'C'. This versatile icon serves as a blank canvas, symbolizing the creative freedom the space offers. The icon expands into a high-fashion-inspired monogram used across the venue and merchandise, speaking to the audacity of the Ossington Strip.
With urban space becoming a rare commodity, HomeCourt was conceived to facilitate shared experiences, community building, and creative work. Signage design was pivotal, as it needed to represent HomeCourt and be adaptable to the space's various uses. Mint ensured the brand's visibility across Toronto through diverse mediums such as billboards, lightboxes, and wild postings.
Furthering HomeCourt's commitment to nurturing creativity, the team has announced the HomeCourt Artist's Residency, a bi-annual program aimed at supporting the next generation of artists and creatives. Led by William Uko, a Toronto-based photographer, director, and visual thinker, the residency will provide hands-on mentorship sessions, peer-to-peer guidance, access to industry tools, and the use of HomeCourt space.
Through their branding and visual identity project, Mint Agency successfully encapsulates HomeCourt's ethos and underlines its pivotal role in the cultural landscape of the vibrant Ossington neighborhood.
Branding and visual identity artifacts
HomeCourt is now open to help inspire and provide support to Toronto’s creative community. Visit thisishomecourt.ca to learn more.