The 50th Anniversary campaign celebrates Toronto Arts Council’s 50-year legacy: more than a theme, BELIEVE IN ART is a call to action for Toronto’s creative future. The frame around ART is the central graphic element: expanding, shifting, and adapting to its content to represent the flexibility and fluidity of art itself. The visual language balances bold, expressive elements, including handwriting and creatively treated photography with a structured grid system that brings clarity and consistency.
Building on this idea, the campaign uses a dynamic collaborative approach: 50 artists sent us handwritten notes that were turned into posts.
The overall aesthetic is vibrant, contemporary, and distinctly Toronto, using a rich and saturated colour palette that builds on Council’s blue while introducing fresh citrus and coral tones. A condensed variable typeface brings a bold yet elegant feel to the campaign, while a handwritten secondary typeface adds a spontaneous, human quality and can also function as a textural layer inspired by artistic gestures.
All photos by Kat Rizza.
