February 11th, 2014

It's client check-in day! For this presentation I will go over the past, current and future status of Project Re-Kennedy. I will demonstrate what has changed and what I have designed and developed so far. I will also introduce what's next on the to-do list and what the client can expect in the next few weeks.

Click on the icons below to view or download the Presentation Notes or Keynote Presentation.

February 8th, 2014

When the website and all its components are complete, I would like to create some promotional material to reveal the new identity of the Kennedy Rd BIA. Here is an example of what a potential bus shelter poster would look like.

I want to keep in mind that I'm promoting the diversity the BIA has to offer (in both culture and business). Hence the many different signs used in the poster.

The promotional material will also be all over the city in Toronto, and not just in Scarborough. This way, it can attract customers and visitors from the GTA but that also means the design has to suit their tastes as well.

February 6th, 2014

One of the most important ways of getting more people to come to the BIA is to hold annual events. I wanted to focus on this specific feature on the website, so I decided to come up with 3 new events that could potentially be held at Kennedy BIA and provide entertainment for locals and visitors.

I branded 3 events that are targeted to different audiences (from youths to families). An existing event, "Customer Appreciation Day" was quite successful and was an all ages events. It might be neat to have it extend for one week, instead of just a day.

"Take Back the Billboard" was meant to promote the creative culture since Scarborough Arts proved that they have a very rich appreciation of the arts. Since there are many billboards on the road, they would make nice canvasses for locally themed art. It could be a month long exhibition for people to collaborate and create beautiful pieces to showcase.

"Vintage-In-and-Out" is essentially a vintage exchange event where businesses and customers can put out their vintages for trading, reselling or fixing. It would be an event in partnership with the Salvation Army.

"Tradeshop", inspired by Skillshop is an event where locals can trade their services with businesses. Promotes awareness of local talent and keeps business within the community.

February 5th, 2014

And this is what the mobile and tablet version will look like. It's quite similar to the desktop version, just a matter of simplifying and subtracting the least important items on the pages.

For example, the Instragram feed is not needed on the mobile version because the app can be accessed on the mobile itself, instead perhaps a link or the hashtag can be provided which will automatically redirect the user to open the app.

February 5th, 2014

Alas here are some redesigned visual compositions of the site with the newly applied moodboard, typographic style and colour palette. As you can see, the landing page is a lot more visual (in terms of buttons and content) and everything is lighten up with a fresher, breathable design.

I've included an Instagram feed because it will encourage youths to upload images with the hashtag #KennedyRd, and it can slowly attract and promote the community.

There is also a discount ticker feed for businesses to upload their sales and discounts so that users will automatically see it once they arrive on the homepage.

February 5th, 2014

Didn't like the colour scheme going on before, so it was the first thing I changed. I've selected a style that has a more urban, raw, suburban feel but the palette is supposed to be friendly, approachable and community/environmentally encouraged.

The green shades' psychological meaning include: growth and vitality, renewal and restoration,'social joining' of clubs and other groups, compassionate and nurturing, and family oriented.

February 8th, 2014

When you're not happy with the work you've done... redo it.

February 2nd, 2014

I wasn’t too crazy about the previous background so I changed it to a vintage map of Scarborough. I was inspired by Parkdale Village BIA’s website because they also used an old map in the background.

In a way, the consistent use of maps can tie BIAs together and show that they are all part of a collective community: Toronto.

February 1st, 2014

So I used the other colour palette which consisted of a navy blue and golden yellow and I think it works a better. It has a very bold essence to it and definitely gives the viewer a stronger impact than the previous colour choices. The colours remind me of royalty, which in a way isn’t too irrelevant from Kennedy BIA because of customer royalty.

So I’ve clustered the information on the homepage into its columns and decide to include a Deals & Offers in the right sidebar. This will be a ticker, but am debating whether it should be all text, images or a combination of both.

Also thought about using an extension background for the webpage. This will only be effective for desktop viewing but it’s just nice to have some breathing room. For this background, I pulled designs from some of the store structures on Kennedy Rd.

February 1st, 2014

I created some illustrations as part of the moving banner on the homepage. The illustration showcases the diversity of the BIA, including several different store signs from a variety of businesses.

This was inspired by one of my past projects I did for Scion Magazine, in which I illustrated neon signs for an editorial spread. I was also inspired by Imaginary Zebra’s TEDx UCDavis 2013 web design and TrustoCorp, a New York based guerrilla art group focusing on hypocrisy and hilarity of human behavior (they are amazing by the way).

February 1st, 2014

After choosing the colour, I went on to apply it to my wireframes so I could turn them into visual compositions.

I first tried out the light blue and darker blue to see how it looked. At first I was okay with it, but inserting images I felt like it was too monotone. Everything was just so blue, like the current website and lacks a pop of colour.

February 1st, 2014

Transferring the street sign into pole signs for additional, decorative streestcape within the business community. Will be located either on the islands or on sidewalks either side of the main road. Can maybe change according to a special event, festival or seasonal holiday.

February 1st, 2014

After establishing the logo's aesthetic foundation, I moved on to choosing colours. I wanted to select complementary light and dark colours, and use shades in between these pairs for future branding. I went on Adobe's Kuler website to explore and gather inspirational colour combinations.

I finally pulled colours from the current website as there were a few existing palettes that worked well together. Again, I would like to stick to RE-branding Kennedy BIA, instead of designign it entirely different. I picked colours from the homepage and their sale features.

I also decided to divide Kennedy Road into 3 sections: North, Central and South. North Kennedy Road is between Ontario 401 Highway and Ellesmere Rd. Central Kennedy Road is between Ellesmere Rd. and Munham Gate. South Kennedy Road is between Munham Gate and Lawrence Ave. East. The sign is altered to accommodate these three sections by having its top tab shift left, center and right.

Janurary 29th, 2014

"Your Road to Great Value"
That is the original slogan... and it's not very good. It was suggested to come up with a new slogan and so I pulled out my thesaurus to see if I could come up with a better one-liner.

I thought about what Kennedy BIA is, what it has to offer and what it is well known for. I eventually came up with 3 word banks where I mixed and matched different adjectives to form a sentence. I ended up with the final slogan: The Value of Diversity, because Kennedy BIA offers affordable services/products at great values, and is known for their very diverse businesses.

January 20th, 2014

I started converting some of my sketches into wireframes for three screens: desktop, tablet and mobile. I worked with a 6 column grid for web, which shrunk to 3 column grid for ipad, and finally a single column grid for mobile. This fluid design maintains the layout and style throughout all three screens.

(I used a temporary logo placement for now until I figure out which brand I am going with, same goes with typefaces... although I do like the current selections now)

I am also loving the way Square Space does their collapsable side menu for mobile screens.

January 19th, 2014

One of the suggested methods to colour code or label the new BIA logo was to divide it among the business categories.

Similar to Toronto's street signs, each neighbourhood has its own colour header and design. I looked into how the businesses were separated on Kennedy Rd. and it seems to be evenly distributed. There is not a specific area where one type of business is denser or more common, however there appears to be a little bit more of a crowd near Ellesmere Rd.

January 14th, 2014

Moving on from my thumbnail sketches, I tried to simplify the current BIA logo in black and white. I played with different typefaces that range from a modern concrete aesthetic, to a nostaligic mature style. I think I will move away from a handwritten or script typeface because the look and feel is irrelevant to what Scarborough and Kennedy represents. I am aiming to design a symbolic, united stamp that feels tough and timeless at the same time.

December 29th, 2013

Whenever designing a website, it is wise to begin with designing the wireframes. This step usually comes after the sitemap has been completed.

I wanted to design a website that was simple, tastefully designed that is stylish and timeless. The design should not only showcase Kennedy BIA, but should also last a long time to avoid excess upgrading and rebranding.

I remained within the basic template of the logo, navigation bar, slide show, and three column content so that the web pages will be easily understood and accessible by users of any age.

December 23rd, 2013

Kennedy BIA's current logo does not appear to be visually aesthetic or professionally done. I thought about refining their current logo and still continue to use the street sign as the base.

The typography is not very well designed as the typeface selection could be better, along with the hierarchy, size, spacing and padding. The colour is not terrible, but gradients are not the strongest choice for logos - especially for print materials.

December 20th, 2013

Kennedy BIA originally used a street sign for their old logo. The street sign is a reasonable choice as the BIA's motto is "Road to Great Values". Hence using the street sign is like a label for a road, or a signifier of a pathway.

I looked into some of Scarborough's other street signs and think that some of the other shapes would make better logos. I found the image on the left from a series of photographs of GTA street signs, from West End to East End Toronto, and North York to Scarborough. The blog also covers common street sign typography.


December 20th, 2013

Kennedy BIA is based in Scarborough, Ontario. I wanted to get a better grasp of the town, and thus went on an image hunt to create a moodboard for the community. I tried to capture the main icons of Scarborough, and what makes Scarborough, Scarborough.

December 20th, 2013

I needed to look for inspiration on developing brands for BIAs and came across Dundas West's rebrand strategy final report.

Their strategy focused on defining the background, core values and visions of Dundas West BIA, as well as what makes the BIA different from others.

I find that this must've help them narrow down their process of rebranding, and what type of steps to take in order to include and represent everyone within the community.

The report also included the brand an constituent value and how it would develop over time.

December 19th, 2013

I came across this website that briefly discusses the main design principles to wayfinding. I thought it mentioned some insightful points and thought I'd share it here. The principles they talked about for effective wayfinding include:

• Create an identity at each location, different from all others.
• Use landmarks to provide orientation cues and memorable locations.
• Create well-structured paths.
• Create regions of differing visual character.
• Don't give the user too many choices in navigation.
• Use survey views (give navigators a vista or map).
• Provide signs at decision points to help wayfinding decisions.
• Use sight lines to show what's ahead.

December 19th, 2013

One of the first few steps I had to take was to further study and research on wayfinding systems. The website I will be creating will act as a wayfinding system for people to use within the Kennedy BIA.

My friend linked me to this Kickstarter project called Walk [Your City]. The campaign was launched for on-street signs powered by on-line tools to boost walkability. Users were able to customize their own wayfinding system and have it shipped to their door.

The project was successful in that it targeted citizens, communities and on a larger scale, municipalities. It encourages civic innovation, social health and an economic growth.

November 25th, 2013

For my promotional video at the end, I wanted to archive existing videos that I would like my video to be like. My favourite example is Only Coin, a product that will launch in the next year. It is a card that combines all of your credit, debit and gift cards into one. The website itself is quite neat with parallax scrolling and scrolling animation, but its featured video is very well executed with music, acting, content etc.

November 25th, 2013

One of my favourite apps that I use every now and then is Shopwise, presented by Yellowpage. It is an everyday shopping app that enhances the user's shopping experience by collecting deals, flyers and information from stores based on your nearest location.

What I like most about this app is how they've incorporated geolocation. You are automatically notified about deals and promotions when you are nearby a store. This might be a useful and unique integration for Kennedy BIA's website.

November 24th, 2013

I didn't have a means of transportation to visit the Kennedy BIA area today, so I did the next best thing! Visit the area via Google Maps Streetview. I took several screenshots of the general area from Lawrence to Ellesmere on Kennedy Rd.

← Click on photo to view different images.

November 24th, 2013

The Kennedy BIA area spans from Ellesemere to Lawrence on Kennedy Rd, and is home to over 300 businesses and services.

November 24th, 2013

To begin the process of phase 2, I restructed the current Kennedy BIA website and produced a new sitemap. This new proposal eliminates redundant links and combines pages to create a more fluent and convenient website.

Download and view a larger PDF version here.

November 24th, 2013

I've noticed that the current website has many individual links that can be grouped together, especially for their shops and services categories. Promotions, listings, classifieds and new stores could all go under one link. Therefore, the navigation can be simplified and less clustered on the website.

November 20th, 2013

Using, I submitted Kennedy BIA's website to review its online presence, errors to fix, social impact and optimizaton visibility. The wesbite did not do too well and has a lot of room for improvement.

The website also has an app available for smartphones, but is unavailable to download in Canada. The app also does not visibly look appealing or inviting for users.

November 18th, 2013

"As part of Beijing Design Week, design agency Lava collaborated with Salon/BJ to transform a scooter into a mobile agency.

The scooter, which is designed to traverse the narrow alleys of the city, allowed the designers to navigate freely to give out customized logos to the shops of the historical Dashilan district for free.

The vehicle was also equipped with a printer so that tangible copies of the logos could be given to the shop owners." via

When I saw this article in my feed I was immediately intrigued as it was very similar to an earlier concept we came up with for my design proposal. First of all, this is such an inspiring and neat idea and something that I would love to execute myself in the future.

In relation to my workshop, I wanted to create a mobile truck or van that visits shops/businesses to renovate and facelift their place for a small fee as a service offered from the BIAs.