Rebranding a Toronto nightclub formerly known as The Foundation Room, the assignment was to create a new brand that embodied the architectural characteristics of the building – which was once a leather tannery – and its historic location in Toronto. Our challenge was to fuse both modern and archival design references to create a brand and voice that would resonate with today's after-work drink aficionados.

The namesake for a new bar and restaurant in Toronto, D.W. Alexander was a leather trader from the late 19th century who owned a warehouse where the present establishment now sits. With a nod to the past and an eye on the present, our poster design references the industrial character and illustration-style of that era and fuses it with a contemporary style.

The concept was well received by our client and was used to inspire and drive the design direction for the establishment's interior.