IMPROVE: Canada’s largest home improvement centre

branding / home improvement / IMPROVE Inc. / retail

Client:

IMPROVE Inc.

Agency:

The Backroom Agency

Project:

Branding

Operating as a year-round home show, IMPROVE is a permanent, one-stop home improvement mall. It provides consumers and the trades with approximately dozens of construction and design related businesses. The client originally brought the concept to us as a company called HomeDirect. To give the concept a more home improvement related feeling, it was renamed IMPROVE. With the name now solidified, branding could begin from scratch.

The logo was designed as a series of building blocks that represent different construction materials, including glass, stone, tile, wood, metal, cloth and roofing. As the building was designed and built, the logo became a part of the architecture.

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