Project Details
The Heart of Riverdale, a vibrant community and artistic center in Whitehorse — set out to create a strong visual identity that reflected its mission of nurturing community‑minded artists and guiding them to realize their limitless potential in both art and life. Their programs span a wide spectrum — from street style, contemporary, and ballet dance classes to music, theatre, arts & crafts, as well as a preschool and summer camps. The target audience included families with young children, teens eager to explore creative expression, and young adults seeking a “cool” and inspiring space to belong.
The challenge was to define an entirely new identity from the ground up — one that would capture both the warmth of community and the excitement of youthful artistic energy, while remaining accessible and relevant to diverse age groups. My role was to translate this vision into a cohesive design concept that embodied the values of gathering, supporting, and transmitting knowledge within the community.
Client from Aasman Brand Communications Agency.
A fresh, dynamic, and inclusive visual language was developed to bring the concept to life. The logo balances youthful energy for teens with a welcoming feel for families, using playful yet structured forms to reflect creativity and growth. A vibrant colour palette celebrated artistic diversity and energy, while clean typographic choices ensured clarity and accessibility. Together, these elements established a visual identity that not only resonated with The Heart’s community but also reinforced its mission as a space where creativity, learning, and connection flourish.
If you’re ready to shape a brand that feels like home – intentional, inspiring and deeply aligned, you’re in the right place. I’d love to hear from you.
Drop me a note and let’s begin the conversation.
