Melissa
Fraser

Polari is a fictional fitness centre that recognizes the need for an inclusive service that fully considers the needs of the LGBT+ community by providing a space where they feel safe and accepted, while building community and celebrating diversity.

The challenge was to build an inclusive brand that connected with the LGBT+ community authentically without feeling like pandering, and without making other consumers feel excluded. The solution to this was to create a system of imagery and language that reached specific target audiences and highlighted the overall brand values. This promotion of authentic inclusivity will attract a larger audience beyond the targeted audiences as it will align with a larger community that shares the same values.

Folkhaus is a concept craft brewery based in Vancouver that aims to be the community space for beer enthusiasts to learn, drink, and share their love of the brew. The challenge was to develop a brand and beer series to celebrate the launch.

The brand is inspired by the prohibition era and the camaraderie of those who fought against it. The logo is a direct reference to speakeasies – which were also known at the time as blind pigs. The beer series, Ale Tales, draws inspiration from real life stories from the prohibition era that have been elaborated on and skewed, as the stories got told late into the night under inebriated circumstances.

Ludica is a Vancouver-based board game pizzeria whose goal is to create a space where people can unplug from the digital world and enjoy good food and good games. The challenge was to create a new visual identity that celebrated both elements of their brand.