Cory Cameron is one of western Canada’s top physical rehab specialists. Working with athletes in the WHL, CHL, and NHL, Cory brings restoration to athletes’ careers with a passion. He came to me looking for a brand system that gave a sense of strength, professionalism, and a bit of his heritage, using the Italian word for strength – Potenza. The illustration and typography in this brand suite are inspired by the beautiful area and signage in the small town of Potenza, Italy, where Cory’s family tree began.
Potenza is Italian for “strength to overcome.” It also happens to be the name of a small village in southern Italy where owner Cory Cameron’s family tree began. The village of Potenza has been through many wars and divides yet they are named for their innate ability to stand strong through struggle. I created a brand story that was equally inspired by Cory’s Italian heritage and his affection for modern design.
The final brand toolkit fuses typography inspired by southern Italian street signage from the decades that Cory’s family resided near Potenza and modern interpretations of the village’s crowned lion mascot shown across flags and city memorabilia.
To give the brand typography a rich foundation, I sourced dozens of images referencing Italian street signage throughout the years. I took the signature traits of this heritage typography and brought it to a modern, sensible style that fuses the old with the new. The result is somewhere between Italian winery and luxury car manufacturers, creating a unique look for the athletic community that isn’t only confident but also engaging.