The Creative Destruction Lab is a Toronto-based accelerator program that connects science-based start-ups with business and management professionals to help technical experts build thriving companies. They came to us in 2015, looking to define and explain their vision and goals to prospective applicants, and to position themselves as a leader in the entrepreneurial tech space in Canada.
As a startup in their own right, CDL needed a fresh identity while still being able to devote most of their resources to the actual project of incubation. On top of that, they needed to clearly communicate what they could provide to people largely unfamiliar with the startup process, while differentiating themselves in an increasingly crowded market.
We began by defining a visual language that CDL could use across print, web and marketing materials─in effect creating a brand solely through tangible products.
Focusing on the idea that they are unique in the tech startup space by virtue of their focus on bringing practical application to cutting edge scientific research, our design took cues from avant-garde modernism, helping to differentiate them from the straightforward slickness that defines much of the tech world.