LOFT is one of the largest community service providers in Ontario. It supports people facing a combination of mental and physical health challenges, addiction issues, poverty, and/or homelessness. LOFT builds customized supports that specifically address a person’s needs and offers them for as long as they’re needed.

In 2024, we worked with them on their Case for Support brochure and their Annual Report. While they already had an established brand identity, the client felt it could be used more clearly and purposefully. We mined the brand to bring to the surface the strong system of photography they had already created—strong, emotional portraits that gave a clear face(s) to the work that LOFT was doing. Additionally, we allowed the typographic system to shine, allowing their communication message to take centre stage.