With their identity for the Nia Centre, JOAN Creative turns the lens on the brilliance of Black art

JOAN Creative, a New York and London-based independent creative company, has dedicated over a year to develop the branding of Canada's first multidisciplinary Black arts centre, the Nia Centre. They’ve successfully crafted an identity and cohesive design system, instrumental in establishing the centre and securing funding. This significant initiative, situated in Toronto’s Little Jamaica, is a culmination of a 15-year effort by the Nia Centre for the Arts. The comprehensive, largely pro bono branding system, guided by the eye of Toronto native and JOAN Creative’s Group Creative Director Theo Gibson, is a vibrant testament to the celebration and recognition of Black artists and their invaluable work. “Commemorating this moment for the Nia Centre for the Arts was crucial, and we sought to do so in a timeless and meaningful manner,” he tells us.

In the ideation process, he reveals, the goal was to craft a symbol that powerfully embodies strength, connection, and support for the African diaspora in Toronto. “To achieve this,” Gibson continues, “we delved into art history, where the arch emerged as a recurring visual element in historic paintings. Often, it alludes to harmonious relationships, and the ability to withstand challenges, and symbolises a passage to a new journey.”

These insights inspired the adoption of the arch as a symbol, serving as an ‘entrance’ into the realm of art that celebrates the strength of Black artists. The arch’s design offers flexibility and scalability, adapting to various formats from digital to print and exhibition pieces, while also ensuring a strong visual impact at larger sizes, enhancing aesthetics, and providing an immersive experience.

The design system, flexible and adaptable, was crafted for easy management by the Nia Centre team. Thus, the JOAN Creative team chose to use only one typeface and weight, Neue Montreal. “Canada has a rich history of classic Swiss design (shout out to Design Canada), and it was important for us to integrate those visual codes within the Nia Centre’s identity,” notes Creative Director Anjela Freyja. “By leaning on Canada’s design history and grid systems, we hoped to create a sense of trust and establishment for Nia, enabling it to confidently stand alongside a multitude of historical Canadian organisations.” The versatile sans serif was therefore an excellent choice as it encapsulated the Swiss codes, while also being designed by a Canadian foundry, Pangram Pangram, who kindly donated the typeface to the project.

The rebrand’s defining colour palette is rooted in hues that exude a profound sense of Black confidence and joy, whereby yellow emerged as the leading choice, signifying “an optimistic wisdom toward the future of Black art within the brand,” says Gibson. “This hero colour serves as the foundational element to create an inviting tone that aligns with Nia Centre’s mission to foster a more equitable future in Toronto and enhance arts-focused programming, empowering Black communities.”

Reflecting on the branding in its entirety, “the most striking aspect of our identity lies in the thoughtful treatment of photography and cinematography, which serves as a reflection of the rich tapestry of the African diaspora in Toronto,” Gibson reveals. “We drew inspiration from the vibrant tones inherent in contemporary Black cinema and photography. Our objective was to showcase our Black artists as prominent heroes, providing them with the freedom to authentically express themselves.” According to Gibson, the series of portraits transcends the two-dimensional, striving for emotional expressiveness. The approach saturates the arch frame with stirring images, weaving a compelling visual narrative that not just captures, but celebrates the diverse and dynamic history of the African diaspora in Canada.

While developing the brand platform for the centre, JOAN Creative initiated a campaign called ‘Nia Centre: Where Art Makes Culture.’ They directed and produced this comprehensive 360° campaign, which was shared across Toronto, Canada, to attract visitors and gain new members. As part of this campaign, the team engineered the opening of the ‘Here to Stay’ exhibition in collaboration with TIFF Bell Lightbox. Presented by the Nia Centre for the Arts, this co-branded exhibition delved into the Black spaces that have shaped Toronto’s culture from past to present, and their potential to shape its future. The campaign proved to be a massive success, drawing in new visitors and members, and establishing the Nia Centre as a premier Canadian art institution.

JOAN Creative

Nia Centre