The Challenge: A Story That Needed Unifying
Toronto Arts Council (TAC) and Toronto Arts Foundation (TAF) are at the heart of Toronto’s creative scene—funding artists, supporting cultural initiatives, and making the city a more vibrant place. But as their impact grew, so did a challenge: their story had become a little murky.
The public wasn’t always sure how TAC and TAF were different (or that they were different at all). Internally, teams juggled varying priorities, multiple voices, and a brand identity that didn’t quite capture their energy. They needed a way to bring it all together—without losing the human heart of their work.
That’s where we came in.
Our Approach: Listen First, Then Build Together
We kicked things off the way we always do: by listening.
In a series of deep-dive sessions, we met with TAC and TAF’s leadership, brand team, and stakeholders. We heard their perspectives, their challenges, their hopes for the brand. We also reached beyond their walls—connecting with artists, funders, and community members to understand how people outside the organization saw them.
From there, we distilled everything into a clear, insightful Creative Strategy—a guide that helped untangle their brand story, highlight what makes them essential, and set them up for a strong next chapter.
But we didn’t just hand them a document and walk away. We worked side-by-side with their team through brand application workshops, creative coaching, and hands-on strategy sessions—making sure they felt confident and aligned every step of the way.
The Impact: A Story That Feels Like Them
By the end of our time together, TAC and TAF had a brand narrative that finally felt right—one that reflected their togetherness, vibrancy, and leadership in Toronto’s arts ecosystem.
✔ Their message is clearer—audiences now understand who they are and why they matter.
✔ Their story is more human—putting artists and community impact at the forefront.
✔ Their team is aligned—with messaging that makes sense to them and to the people they serve.
As Marketing Manager Sarah Gladki expressed, “As our organizations embarked on a rebranding process, we engaged Jarren and Parker to help us simplify our narrative and visual approach. They are active, thoughtful listeners who took into account our varying priorities and goals. They were able to distill the information we gave them into a clear and insightful document and led valuable coaching sessions. We’re excited for our next chapter, and very thankful to Harc for getting us there.”
Looking Ahead
With a refreshed brand strategy and a stronger sense of clarity, TAC and TAF are ready for what’s next. Their story is clearer, their impact is stronger, and their brand feels more like them than ever before. And for us? There’s nothing better than seeing great organizations step forward with confidence, knowing their voice is heard.
