The project

Gluskin Sheff embarked on the launch of a charitable giving product, aiming to offer it to their clients. They needed to develop a brand that aligned with the Gluskin Sheff brand while having its own distinct identity.

Design Process: Through extensive consultation with Gluskin Sheff, we determined that leveraging existing brand elements while emphasizing the charitable giving aspect would be the most effective approach. We began by exploring logo designs and considering how to incorporate the established brand elements such as colours, typography, and content layout.

Solution: The logo and overall brand were developed using a visual metaphor of nature/nurturing to convey the essence of philanthropy. Iconography, infographics, and carefully selected imagery were employed to reinforce these metaphors. Non-staged photographs of individuals and families within the target market of the Gluskin Sheff Foundation for Philanthropy brand were utilized to evoke inspiration and authenticity.

Results: The Gluskin Sheff Foundation for Philanthropy now stands as a robust brand that aligns seamlessly with the more prominent Gluskin Sheff brand. The distinct logo and imagery effectively differentiate it while projecting the brand’s key attributes.

Conclusion: By leveraging the existing Gluskin Sheff brand, we successfully created a new brand that is recognizable and unique—incorporating familiar elements that allowed for seamless integration while establishing a distinct identity for the charitable giving product.

Our involvement

  • Graphic Design