Audience Intelligence,
Brand Foundations,
Marketing Communications
As Union Station underwent a major revitalization, it faced a complex challenge: how to activate a bold new brand in a way that resonated with diverse audiences (commuters, tourists, eventgoers) while maintaining cohesion with high-profile partners like TD Canada Trust. The brand needed to live dynamically across physical space, digital platforms, and ongoing programming, without losing clarity or distinctiveness.
We applied our insight-led, system-focused approach to build a scalable brand activation framework for Union. This included designing intuitive wayfinding and signage systems that married function with identity, developing brand partnership guidelines to preserve equity during collaborations, and creating integrated campaign toolkits for seasonal activations and events. Every touchpoint, from in-station graphics to digital channels, was engineered for consistency, flexibility, and audience resonance.
Union Station’s brand is now expressed with clarity and consistency across all environments, creating a seamless user experience that’s both practical and emotionally engaging. The structured partnership model enables co-branded initiatives without brand dilution, and seasonal activations have transformed Union into a cultural destination. With a replicable, measurable activation model in place, Union is poised to lead as a civic landmark that delivers ongoing value to the city and its communities.
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