11/25/2025
We are excited to announce the launch of the new Downtown Brampton brand, a collaboration between Design Holmen, Bespoke Cultural Collective, and the BIA. This project involved a comprehensive brand refresh, including new strategies for organizational positioning, branding, and communications.
Our research showed a clear need to boost community pride, engage a younger demographic, and modernize the BIAās brand to reflect Bramptonās current energy and progress.
We developed a three-pronged messaging approach:
- āAlways in your cornerā: Positions the BIA as a community champion and ally for local businesses.
- āFeel the beatā: For all events and programs.
- āThe next downtownā: For future planning, construction, and progress communications.
This system allows for targeted and effective messaging across all brand needs.
Drawing inspiration from āalways being in someoneās corner,ā our design features a dedicated creative corner within the āDBā letterforms. This corner serves as a space for various icons, including civic elements like the rose (representing āFlower Cityā), the clock tower, and the āFour Cornersā intersection, as well as elements conveying creativity, affection, and vitality.
The design also integrates with the āfeel the beatā messaging by incorporating existing BIA program icons and branding assets into the āDBā logoās corner. This ensures the BIA logo organically supports its programs without appearing as an afterthought.
The brandās main goal is to be adaptive, encourage community engagement, and help individuals visualize their own space within the community.
We thoroughly enjoyed collaborating with the enthusiastic BIA team. We extend our thanks to the team: Louroz Mercader, Gabe Abass, Ashley Morrisey, Mooskaan Gupta, Juliana Rivas, Gurleen Bassi, Daniel Simpson, and Ryan Gaw.
Special thanks also to Christina (Strategy), Steven Tachauer (design) and Adam Damiani (Animation).