Putting Toronto’s people, stories and spaces in focus.
Myseum of Toronto
The ask.
A collection of founders had a powerful idea for a pop-up regional museum, but needed a name.
With an aim to connect stories, history and artistic expression across the city, we needed to a name that represented and invited the locals who make Toronto the vibrant mosaic it is.
The solution.
We explored many options to name this unique and ever-changing experience, but Myseum clicked with the founding team as soon as they saw it.
It was complemented by a minimalist identity system, focused entirely on highlighting the people of Toronto.
My role.
I led customer research and naming development to ensure we got a name the team could not only love, but legally own and feel confident that it resonated with key audiences.
I was also central in defining Myseum’s strategy and developing initial copy and guidelines to support a successful rollout.
The brief.
The brand wanted to be a catalyst to connect Torontonians’ past and future with the present moment.
Creative territories for naming.
Location: Everywhere.
Unlike a traditional museum, the MoT is not a fixed address. The MoT connects the past and future to present spaces, using digital devices, live events and tours. The MoT is not just one place—it’s every place.
Stories that shape
We relate to each other through our personal experiences. The MoT is where citizens and visitors go to share these stories, learn about Toronto’s narrative, and be inspired to write the next chapter.
Dynamic nature
The MoT is immediate, relevant, and constantly changing. Through it we enjoy a more vibrant life today, learning from our experiences to form a bold, dynamic vision of tomorrow.
Perspective of time
The MoT is not a static appreciation of events gone by. It is a timeline that celebrates Toronto from all of time’s perspectives: the past, the present, and the future.
Supporting copy & guidelines.
Definition at launch.
Sample from guidelines defining voice and messaging strategy.