Case Study
The Beach BIA
In 2020, the Beach BIA partnered with Redbox to reestablish its brand foundations, and refresh its brand identity with a more contemporary look to reflect the neighbourhood’s natural beauty and celebrate all the ways its grown.
Toronto’s historic Beach community has long been a draw for families and tourists seeking a sunny spot to enjoy Woodbine Beach. While ever popular, this East End neighbourhood is experiencing a resurgence in tourism — during pandemic lockdowns, people across the GTA rediscovered its beautiful outdoor gathering spaces. As the city reopened, significant development projects, including the music venue HISTORY, infused the neighbourhood with fresh energy.
With these themes in mind, we developed a strategy to build awareness and extend the Beach BIA’s reach within — and beyond — the local community.
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Toronto, ON
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Creative Strategy (Target Audience, Themes and Creative Approach)
Branding
Art Direction
Product Development
Photography
Media Outreach
Toronto’s Beach community is drawing in a new generation of residents and tourists with its laid-back charm and buzzy new venues.
The Beach community is one of the city’s oldest neighbourhoods and features nearly two kilometres of sandy shoreline at Woodbine Beach. On a sunny afternoon, it’s a relaxed destination for families strolling the boardwalk and eating ice cream. Lazy afternoons turn into leisurely evenings at any one of Queen Street East’s many thriving restaurants and bars. The neighbourhood’s historical charm endures, but it’s also growing fast.
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The natural beauty of Woodbine Beach, boardwalk and the surrounding parkland
A rich legacy still visible in the historical buildings and charming neighbourhood
A thriving local restaurant and bar scene on and around Queen Street East
New cultural and economic development opportunities, including HISTORY, a mid-level music venue on Queen Street East
Our Strategic Approach:
There is Only One Beach
As the community’s name itself implies: there is only one Beach. And in Toronto, there is no other neighbourhood quite like this neighbourhood. For tourists from both within the city and beyond, the beach and boardwalk are unique attractions that make this one of the city’s favourite destinations.
The BIA’s mandate is to promote the businesses of The Beach Village, and we helped them do so by creating a desirable sense of place. And what better way to create desire than to highlight what no other community in the city can boast? By putting the “beach” concept front and centre in our brand strategy we stake claim to an asset that clearly differentiates this community from others.
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Beach is a State of Mind
Our BIA projects entail working with community and business leaders to develop unique, identifying themes for the neighbourhood. In this case, the suggested theme was to play up the “beach” as a state of mind. We aimed to highlight the fond feelings that people have for being at the beach, while connecting this feeling to The Beach community directly. Our suggestion: leverage the beach and boardwalk as an asset which would indirectly help the businesses by drawing people to the area.
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Redbox also worked with the Beach BIA to identify, define and develop its three target audiences: locals, visitors from within the GTA, southern Ontario tourists.
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Make Waves
While every neighbourhood and BIA can speak to the various shops, restaurants and businesses on their “main street”, none of them have what The Beach has — a unique, accessible and family-friendly beachfront community.
When we think of how the Beach is perceived by all of our audiences (local residents, business owners, tourists) referencing our community as ‘The Beach’ is the most instinctive and natural.
The Beach BIA required a new brand identity that embodies the revitalization of this vibrant historical neighbourhood. Redbox developed a new logo and tagline that draws on what people love about the area, while evoking a vibe that’s current and a little edgier. The tagline was selected to appeal to all target audiences seamlessly:
Locals: Make waves in your life, don’t be stagnant, live outdoors, enjoy the good life and sunshine
Kids: Be yourself: stick out or go with the flow
Businesses: Lead, strive, try something new or refresh your offering
Tourists: Come play at the Beach. Literally, make waves and have fun
This tagline appeared on street-level signage including banners and posters in bus shelters. Signage also featured bright, summery graphics and original photography of residents and neighbourhood sights.
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While every neighbourhood and BIA can speak to the various shops, restaurants and businesses on their “main street”, none of them have what The Beach has — a unique, accessible and family-friendly beachfront community.
When we think of how the Beach is perceived by all of our audiences (local residents, business owners, tourists) referencing our community as ‘The Beach’ is the most instinctive and natural.
