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Revitalizing Downtown Oakville
Informational Campaign
Campaign to inform about Downtown Oakville’s road and streetscape construction.
A large portion of Lakeshore Road in downtown Oakville had reached the end of its lifetime and required major road reconstruction including one-way street conversions; underground, watermain and sanitary sewer line replacements; street tree installations; curbing and paving; as well as an upgrade to its street lighting and furniture. This huge undertaking began in 2019 and was completed over a two-year period in two phases while all businesses remained open.
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.