OCCA rebranding

Client Ontario Construction Careers Alliance

Art Direction & Design Jeffrey Turford

Project Managers Pam Kohl / Christina VanBree

The Ontario Construction Careers Alliance was looking for rebranding design concepts that allowed their brand to relate to a younger audience. They are trying to recruit students likely to enter a construction career. The bridge icon is based on the profile of an actual bridge in Southern Ontario—it is a metaphor for support. To shorten their handle, OCCA was made promenant in the design without their fullname. The "OCCA" type itself was emboldened with a more modern font Eurostile Ext Bld with the angle of the 'A' slightly tweaked to match the bridge angle.

Colours

Colours mimic the bright and bold hues of a construction worksite. Hardhat Yellow, Jet Black and White all combine to create a bold, striking style meant to appeal to the OCCA's target demographic—high school students

Photography Style

Highly contrasted black & white characters are isolated and desaturated with their tonal curve become steeper at both ends of the spectrum. A neutral gray noise layer at 20% is blended on overlay to provide a textured look.