Westside Studio is an award-winning commercial photography studio in Toronto. As a new ownership group took over the very established business, the partner group was looking to evolve the brand as an indication of change. A big part of the need for evolution was also its outdated online presence. Given the importance of their digital portfolio in securing business with top clients around the world it was time for a new approach.
Working with a creative business such as Westside has a particularly unique challenge in that their business is based on a curated roster of the best Canadian talent available. The brand needed to be representative of the new owner’s vision, but also allow the artists represented by Westside to show through. It needed to be powerful enough to cut through the clutter, but also simple enough as to not interfere with the artists they represent.
While thinking of the website as the most important end deliverable, we avoided applying any imagery or colour to the brand identity, while introducing bold type and typography as a functional as well as a graphic element. Type became the device to drive the website architecture, keeping menus simple, while allowing for a good deal of sub-categorization to help agency producers and creative directors to find what they needed quickly, but not inhibiting the experience for those that would rather meander through and explore the wealth of visual content available.
The final visual expression is a great balance of simplicity and progressive branding applied in very functional ways that allow their deliverables, specifically the website, to feel unique while functioning superbly for those who interact most with the brand.
Art & Mechanical
183 Bathurst Street Suite 200 Toronto, ON M5T 2R7 CA