Vanderbrand: The Toronto studio crafting identities rooted in place and purpose

Since its inception, Toronto's Vanderbrand has carved a niche for itself through smart, considered work that largely centres on places and spaces with a range of clients across high-end real estate, hospitality, and cultural projects.

Founded by creative director Julie Vander Herberg, the agency is resolutely strategy-led, deftly transforming complex narratives into cohesive identities guided by its five core values: collaboration ("merging diverse perspectives"); integrity ("we prioritise honesty and transparency," says Vander Herberg); research, including analysing design trends, market shifts, and consumer behaviour; adaptability, taking a flexible approach; and "creative excellence".

Collaboration plays out through an "inclusive" internal approach and by encouraging "open communication, including feedback" when working with clients and external partners. "At the start of each new project, we engage the entire team in the ideation process from the outset, including junior designers and interns," says Vander Herberg. We value input from all levels, ensuring the best ideas emerge. Our strongest projects happen when every team member is involved in the creative process."

She continues, "Each individual brings unique perspectives and skills. Our collaborative approach not only sharpens our ideas but also fosters a shared sense of ownership within the team."

Research and strategy are seen as essential components of the creative process, not just preliminary steps. "By thoroughly understanding the market landscape, target audience, and client goals, we can develop creative solutions that are both innovative and strategic," Vander Herberg explains. "This synergy enables us to push creative boundaries while remaining focused on delivering measurable outcomes, ensuring that every design decision serves a clear purpose and contributes to the success of our clients."

It's clear that typography is a primary consideration throughout the characteristically understated, smart, timeless aesthetic of Vanderbrand's work. Take its brand identity for the British Columbia-based mixed-use community Burnaby Lake, for instance, for which Vanderband also worked on the naming and strategy.

Developed by Create Properties and designed by Hariri Pontarini Architects, the 14-acre development is surrounded by nature and emphasises human-scale architecture; the identity design had to resonate with the community's values of sustainability and connection. Vanderbrand's solution was to create a visual system of geometric icons that elegantly represents the key characteristics of the area, using PP Mori by Berlin-based foundry Pangram Pangram – "a versatile and sophisticated gothic sans serif inspired by contemporary Japanese design," according to its creators, and the gorgeous serifed Garalde style Atacama.

Again, in its work for the Niagara Benchlands in Southern Ontario, the place itself informs the branding. Following a comprehensive strategy phase, Vanderbrand developed the brand and campaign identities to help position the Niagara Benchlands region (known as 'The Bench') as a leisure destination within Southern Ontario. The campaign centres around a website and printed field guide, which serves as regional education resources, encouraging tourism by highlighting the offerings of the area: food, wine, art, culture, and recreation. Again, the typography selection is superb, using Hal Four Grotesk by Studio HanLi, GT America by Grilli Type, and Burgess Pro by Colophon.

Vanderbrand doesn't just work on place-related brands; it also works with Together Design Lab (TDL), a team of planners, designers, and architects at Toronto Metropolitan University. Working with interdisciplinary collaborators, TDL reimagines environments and addresses overall community well-being in its overarching mission to address housing issues experienced by marginalised communities.

The brand identity looks to capture an approachable, energetic look and feel that ultimately captures the idea of togetherness. The brand mark was designed to be able to change or adapt for various applications, reflecting TDL's values around working to "listen, learn, and share together," says Vander Herberg. The mark itself is a "reinvention of the plus sign, resembling collections of homes or groups of people," she continues. This is used alongside Berlin-based foundry Dinamo's font, Social.

Having been at the helm of her own agency since 2008, Vander Herberg has some useful words of wisdom for those looking to establish their own creative studio. "Focus on solving real problems. Identify areas that are often overlooked or underrepresented, and apply your skills creatively and strategically to elevate them," she advises.

It's also important to remain adaptable, ensuring that your approach is never fixed by continuously learning, and striving to always work on refining your approach. In more concrete terms, she adds that it's vital to build a strong portfolio that showcases your capabilities, and leverage social media as best you can to showcase your work.

"Building relationships with industry professionals, including clients, collaborators, and mentors, can open up valuable opportunities and insights," she continues. "Working with varied teams and clients enhances creativity and will deepen your understanding of different perspectives and needs."