Rebuilt. Reused. Refreshed.
Challenge
The Toronto Circularity Network had built a passionate community around circular practices in the built environment, but its brand was fragmented and lacked visibility. Content felt inconsistent, the identity didn’t convey authority, and the group risked being seen as a “talking shop” rather than a credible driver of systemic change.
Solution
I led a brand refresh grounded in the belief that “Circularity is Second Nature.” This unifying idea reframed TCN as a connector of people, tools, and systems working toward resilience. From this foundation, I developed a series of logo concepts, then partnered with the group to refine the strongest direction into a distinctive patchwork “C” built from reused typographic elements. Paired with a functional type system from Google Fonts and a robust colour palette inspired by architectural and material cues, the identity balanced personality, accessibility, and meaning.
Previous Logo
Previous Identity - Web
Identity Concepts
Brand Discovery Work
Initial Ideation
Option 1
Option 2
Option 3
Final Identity
The Result
The refreshed brand transformed circularity from an abstract concept into a recognizable identity. The final system projects credibility, attracts new audiences, and provides TCN with a flexible design language it can apply consistently across platforms. Just like the mission it represents, the identity is reused, rebuilt, and renewed—capturing the collaborative energy needed to make circularity second nature.
Creative Team — Matt DeAbreu Illustration & Design Inc.
Matt DeAbreu • Principal Designer
TCN Founding Partners | Alex Lukachko & Breanne Belitski
