Challenge
To develop an identity for Commercial Drive, known to locals as "the Drive" — a completely unique neighbourhood of Vancouver, British Columbia — described by many as Canada's Greenwich Village and listed by Utne Reader as one of North America's 10 hippest neighbourhoods. Historically, the Drive was known as 'Little Italy' — a handle it earned because of the huge influx of Italian immigrants following WW2. The neighbourhood now has the second largest inventory of heritage commercial buildings in the city; a diverse population that includes aspiring artists and supreme court judges; renowned chefs and accomplished actors. Businesses include award-winning restaurants, unique owner-operated boutiques and cafes where you'll hear conversations in 5 different languages as you pass by.

Solution
The word mark we developed gives a nod to the Drive's Italian roots and heritage buildings with the classic capital while the clean font pulled it into a contemporary context. It also put the emphasis on the "Drive" as it's affectionately known to patrons.