Project Scope

Campaign Identity
Image Style
Digital Guidelines
Art Direction

You Experience Toronto

Toronto Global, an arms-length corporation representing municipalities in the Toronto Region, led a team of experts to bid for Amazon’s second corporate headquarters. This highly detailed, 190-page proposal was aimed primarily at the retail tech giant’s executive decision committee. But with the knowledge that CEO Jeff Bezos will be offering Amazon employees a voice at the table, what was needed was a way to connect directly with a younger audience. As Toronto Global’s brand partner, Clear Space was asked to develop a creative platform that promotes the Toronto region as ‘the place to be’ for Amazon.

To resonate with your audience, you have to speak their language. Using the vernacular of technology, we created the theme and campaign name, UXTO. It reflects an important aspect of user experience – meeting the exact needs of the customer – and also asks for ‘you’ to come and experience the Toronto region. To support this platform we wrote an inspiring manifesto and developed a visual style that reflects the Toronto Global brand image, yet uniquely stands out on its own. The campaign was rolled out digitally through a microsite, social media, and video – inviting the entire world to take a closer look at all that Toronto region has to offer.