Co-operators is a company that predicates itself on credibility, and tone. But they wanted to expand their reach to niches that felt far outside the realm of their relevant audience- Gamers on Twitch, and Youtube.

"Create captivating content that captures more than our usual audience, and resonates with online users of the Twitch, and Youtube streaming platforms?"

Insight: Twitch and YouTube audiences respond most strongly to content that mirrors their culture. By grounding our narrative in the language of gaming, we created instant relatability while maintaining the brand’s professional tone.

We explored a range of visual directions before landing on a motif inspired by classic pixel-based side-scrollers.

• Drawing on recognizable references and animation cues from this genre allowed us to spark instant empathy and recognition with our audience.

Animation wasn’t just decorative — it became a key tool for reinforcing narrative and guiding user focus. By creating assets inspired by familiar side-scroller games, we leveraged movement and visual cues to build recognition, empathy, and momentum within the experience.

Finding ways to marry the experience with brand iconography to establish a cohesive universe.

In busy transit environments, where competing visuals and fleeting attention spans make impact difficult. Large-scale applications like train wraps demand more than repurposed billboard designs—they require a unique system that balances storytelling with instant recognition.

"How might we create a train-wrap campaign that maintains brand consistency while maximizing visual impact across TTC vehicles, ensuring legibility and engagement at speed and scale?"

Insight: Commuters experience transit advertising in fragments—at a glance from a platform, across a station wall, or while walking past a moving streetcar. Designs needed to communicate the brand promise clearly in under three seconds, while still offering layered storytelling for those who engaged longer.

Scaling Brand Identity Across Surfaces

• Brand colors and typography were expanded into bold blocks of color to ensure visibility at distance. Graphic elements were simplified and aligned to TTC gridlines for continuity across car doors and windows.
• Motion was implied through diagonal lines and directional cues, reinforcing the campaign’s energy even when vehicles were stationary. Key messaging was repeated across multiple cars to ensure comprehension no matter where a commuter stood.