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 brand identity and revitalize their online presence.

Identity Design
Art Direction
User Experience Design
Responsive Web Design

Jen Kitagawa Creative – illustration
Justin Brown – Web Development

The Challenge

Market Collective came to us with a two-part ask. They didn’t have a logo and were using several different typefaces inconsistently. They needed a consistent and flexible identity that could support their evolution and align with the different elements they were regularly tasked with unifying. Market Collective also needed a completely revamped web presence, including a new site that would help inform the community 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 is centred on this love. The two hearts in the logo, combined with the simple sans serif type, clearly communicate Market Collective’s core attribute. The logo is simple enough to integrate into a flexible identity system and in the board range of imagery used to promote the Market Collective offering.

Multiple versions of the logo can be used in a wide range of applications and the hearts can become a pattern or be replaced by illustrative elements, further extending the identity system.

In addition to the logo, we developed a colour pallet and typographic system as well as potential photography treatments that would complement their illustration style, which was set by their long-time creative director Jen Kitigawa.


Connecting people online and off.

The Market Collective website was intended to build their community, make it easier for people to find events, and simplify the process for volunteers and vendors who want 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 core audiences.

In design, a sense of whimsy and fun was applied 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 the heart popping up as a design feature throughout the site.