Toronto Downtown West BIA
2026 Summer Guide
The Story
An electric and trendy summer guide for Canada's largest Business Improvement Area. On the cusp of hosting the 2026 FIFA World Cup, the Toronto Downtown West BIA was seeking a dynamic online guide for the influx of enthusiastic visitors to the city, and a wider identity that could be used across all summer programming.
Cause
Arts & Culture
Politics & Accountability
Services
Web Design
Illustration
Campaign Design
Social Media
Details
This project began with the design of a landing page that would become the foundation of all future BIA guides. Each season, the guide would be updated with a distinct seasonal design inspired by the BIA team’s chosen marketing strategy. For the Summer 2026 creative, they were seeking an identity that complemented the FIFA 2026 marketing and captured the buzz and excitement of international football, without treading on the toes of the iconic World Cup branding.
A geometric hexagonal pattern brings a subtle nod to football throughout the identity whether through repeated patterns, large energetic background elements, or modular logo lockups for the BIA's many summer events & programs. The system is flexible and can be used with the illustrated elements developed specifically for the online guide, as well as BIA photography. Using the the identity's lively colour palette (gently inspired by FIFA 2026), the graphic elements create striking designs both on solid high-contrast backgrounds or as dynamic photo overlays.
Project created at Loop: Design for Social Good