Joshua Seinen
Crafted Conviction

Black Creek Group

As a new development company in the well-established Toronto market, Black Creek Group needed an identity that stood out, without the try-hard image that’s cluttered the city’s skyline. So how did we do that? In a word (or words): build a brand that’s luxurious yet understated with old-money vibes and modern-day finish.

Paired with a typographic treatment that mixes traditional serif type with a modern and minimal sans serif, this identity speaks to a time when people had a code of ethics and a sense of duty. The mark is made up of an abstract creek with a simple bridge. Representing the solution that Black Creek offers their clientele. It carries with it a glyphic quality that’s more than memorable; it’s unforgettable.


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