The Backroom Agency
IMPROVE is a permanent, one-stop home improvement mall that operates as a year-round home show. Looking for new ways to promote their home improvement centre, the client needed a way to show new companies and brands getting involved. Instead of creating bland press releases and email marketing campaigns, we decided to create an online home improvement publication. First idea, the name iMagazine was successfully pitched. Short for Improve Magazine, the minimalist logo for iMagazine was then based off of the original logo blocks that are now part of the buildings architecture.
Each month companies wrote about themselves to be featured and I researched, wrote, and laid out home improvement related articles. Up to 12 issues in a volume per year, I was head writer and art director until volume 3, issue 1 when I left the Backroom Agency.
Daniel is an Art Director and Graphic Designer with over a decade of experience in advertising and marketing in the Greater Toronto Area.