When the University of Toronto Book Store wanted to re-brand their stores they turned to Swerve. The first challenge was to launch a new store section that focussed on environmental books, school supplies and other products. The University had to cut down a century old walnut tree from their property but decided to make the best of it by using the lumber to build parts of the new store.



Swerve created a new logo and branding and as part of the new identity launch, we created a preview poster made with environmentally friendly techniques by printing digitally on raw canvas and using natural materials including tree branches to hang and support the poster. We also designed a series of self-running flash movies to run on in-store flat screens that tell the story of the launch of ecologic and the tree that inspired it all.

The result was an instant hit with UofT so we were asked to redesign the logos for the Great Hall Bookroom and the UofT Computer Shop as well.