VERITY
A Unique space dedicated to professional women
Verity is a Toronto-based, non-profit, multi-purpose space centered around the empowerment of professional women with over 800 members. For over 17 years, Verity serves as a co-working space, networking spot, community hub, social club and more. Members come to learn, grow, play and dine with a community of like-minded women. I worked with Verity and ThinkingU to re-envision both their brand strategy and visual identity to reflect a more modern, energetic and progressive vision of the club. The new visual direction celebrates Verity as a destination — using an illustration of the historic chocolate factory that the club can be found in as the key brand element.
Creative Direction: Michael Fazal
Design: Michael Fazal
Strategy: Anne Sutherland, ThinkingU
Services
Creative Direction
Strategic Branding
Brand Identity Design
Illustration
Brand Guidelines
Collateral
Master Graphic
Verity is found in a historic 18th century chocolate factory in the heart of Toronto. The charm and character of the original architecture can be felt throughout each and every room of the club. The interior design of the space pays homage to the industrial characteristics of the exterior imbued with the signature Verity flair using the brand pink and orange palette. We sought to establish the destination as the hero of the brand by turning the building itself into a flexible, multi-purpose master graphic.
Logo Update
Part of the brief was to keep the original Verity logo in tact and create a re-envisioned brand system around it. However, through the creative process and building trust with the client, we were able to get buy-in to completely remove the flower icon from the wordmark and make some subtle adjustments to the letter-spacing in order to better align with the re-imagined brand.
