The Backroom Agency
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.
Daniel is an Art Director and Graphic Designer with over a decade of experience in advertising and marketing in the Greater Toronto Area.