Created for the opening of the new Harry Jerome Community Recreation Centre, this vibrant visual identity direction draws from the architectural forms and spirit of the space. It complements hcma’s architectural renderings through bold colour, modular rhythm, and grounded type. A custom building illustration was developed as an optional brand marker. The design gives shape to a civic place made for connection, play, creation, and movement.

As the launch timeline shifted, the final visual system continued to evolve after my involvement, but this case study shows the identity direction and hoarding system developed for the planned opening campaign.