Market Collective

Market Collective

Client: Market Collective
Services: Branding, Custom web design

Market Collective is a vibrant monthly market uniting artists, artisans, foodies and musicians in Calgary. We helped them solidify their identity and revitalize their online presence.

Identity Design
Art Direction
User Experience Design
Responsive Web Design

Jen Kitagawa Creative – illustration
Justing Brown – Web Development

The Challenge

Market Collective came to us with a 2 part ask. They never really had a logo and were using several different typefaces inconsistently. They needed a consistent identity that had the flexibility needed for an organization that is always changing and is tasked with unifying so many different elements. They also needed a completely revamped web presence with a new site that would help the community find out about their many events and workshops and help interested vendors connect with the organization.

The Approach

Q. What is it that makes Market Collective so vibrant?
A. Love. Love of community. Love of craft. Love of Calgary.

The new identity developed for Market Collective centres around this love. The 2 hearts in the logo, combined with the simple sans serif type, clearly communicates Market Collective’s core attribute. The logo remains simple enough to work in a flexible identity system and work with the board range of imagery used to promote their offering.
Multiple versions of the logo can be used in a wide range of applications and the hearts can also become a pattern or be replaced by illustrative elements, further extending the identity system.
Along with the logo we developed a colour pallet and typographic system, as well as potential photography treatments that would complement their illustration style set by their long time creative director Jen Kitigawa.


Connecting people online and off.

The focus for the Market collective website was to build their community and make it easier for people to find events and for volunteers and vendors to get involved. We completely reworked the flow of the site and did extensive wire framing exploration to land on a solution that would be usable for their 2 core audiences.
In design, a sense of whimsy and fun was brought through to reflect the brand personality in little touches such as the surprise giff that is activated on rollover of the logo, a completely custom icon set that brings a little heart into each icon, and in the hear popping up in design element throughout the site.