A consistent minimal look and feel was developed using bright colours and flat circular white icons to help viewers recognize and follow the development of the project. The icons and their associated colours were used throughout all pieces in both phases to demonstrate clarity and cohesion. When all the pieces are gathered together, it tells the story of progress.

Inspired by the ‘I Dig Elgin’ campaign from Ottawa, ON, we decided to make light of the contentious two-year road construction project by taking song lyrics and adapting them. This offered both humour and information to viewers but also “beautified” the typical construction fencing. These signs were used throughout all phases of the project and were often photographed and shared on social media. A scannable code was included to sign up for the weekly construction update enewsletter. Some signs included a scannable Spotify code to access a customized ‘Downtown Mixtape’ playlist that included the original selected songs.