The Meadoway

W. Garfield Weston Foundation Toronto Region Conservation Authority (TRCA)

Year Completed

Type of Work
Launch Event

Studio: Blackwell
LCR Communications (PR)

Communications, Naming and Launch Event

This sustainable city building initiative led by the Toronto Region Conservation Authority (TRCA) and supported by the W. Garfield Weston Foundation will transform 16km of under-utilized land into one of Canada’s largest linear urban parks, connecting 34 neighbourhoods, 15 parks, 4 ravines and over 17,000 diverse species of flora and fauna.

Bespoke was engaged to develop a galvanizing communications strategy, core messaging and a name that captured the unique spirit of this exciting new initiative. Throughout this project we worked in close collaboration with Studio: Blackwell who designed the logo and visual identity system. Once the name, tagline “people powered green spaces” and key messaging was identified, we were engaged to help the project launch the initiative. As part of the launch - we developed a public awareness campaign in tandem with a branded event held out on the Meadowy. On the day a wonderful mix of over 100 students, community partners and members of government came out to celebrate. As part of the campaign we developed a wide range of communication assets from buttons and maps to branded tents, a website, press kits and social media strategy.