Event Art Direction:
True North Festival

Creative Director, Brand Strategy

Brief
True North Conference was to be renamed as True North Festival, a week-long series of events to take place across Waterloo Region. The new visual direction must communicate the change in format and include “festival”.

Strategy
Create a wordmark to compliment the original True North logo. The new brand direction captures the concept of momentum, illustrated with a 10-degree tilt design that expands to typography, photography and colour-blocking. The tilt element is dynamic and simple, and is instantly recognizable with repetition across assets.

About True North
The Communitech True North conference ran in 2018 and 2019 as a way to celebrate Waterloo Region’s growing tech industry. Speakers and panelists spoke candidly about the ethics and perils of privacy, big data and net neutrality.