McCann Canada’s Strategy team wanted a space to share thought-provoking ideas, cultural insights, and strategic inspiration — not just internally, but with the wider creative community. The result was Park Bench, a casual and reflective Instagram presence built for thinkers, dreamers, and strategy nerds alike.
I was brought on to help bring Park Bench to life with a visual identity that felt smart, approachable, and a little bit unexpected. I developed a flexible brand system, playful layouts, and a tone that balanced insight with wit — all anchored by a quirky pigeon mascot who acts as the voice of the brand. (Because where better to hear big ideas than from a bird on a bench?)
From logo design and content templates to tone-of-voice direction, the Park Bench identity gives the Strategy team a platform that feels just as strategic as it is scrollable.
DESIGN / BRANDING / ILLUSTRATION