Yonge-Dundas Square
A teaser campaign that gathered insights to help develop a brand identity, strategy and 360° campaign for the Yonge-Dundas Square rebrand to Sankofa Square
Embrace the possibilities speaks to the collective vision, aspirations and unified observations of Torontonians alike, envisioning how we can come together to imagine and conceive a new future for Sankofa Square — and our city.
As the AOR to develop the Square of the future, we needed to hear from our community across Toronto. By understanding community members’ motivations and needs, Sankofa Square will become a vibrant space where all feel valued and connected.
CASE STUDY
On December 14, 2023, Toronto City Council approved Sankofa Square as the new name for Yonge-Dundas Square. The word Sankofa originates from Ghana and symbolizes the importance of learning from the past to shape a better future. The all encompassing wisdom of looking back to look forward transcends borders, cultures, ethnicities, genders, and sexual orientations. It is a lesson that all can apply in their own lives. We developed a campaign that gathered 3,000+ public survey responses, partner and stakeholder interviews, and community outreach forums to help inform the next stage of our rebranding project and strategic planning.
Acknowledgments
Pitch Better
Market Research Partner
DM Public
Public Relations
Press
Campaign Canada
Published 11/9/24
Strategy Magazine
Published 9/9/24
