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 Italian heritage using an Italian word for strength – Potenza. The Illustration & Typography in this brand suite is 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. Through the years the village of Potenza has been through many wars, divides, and struggles, yet at the end of it all the village would always reassemble and become strong yet again – the village was named for its innate ability to stand strong through struggle. With the hisstory in hand, I proceeded to craft a brand story that was equally inspired by Cory’s Italian heritage, and his more modern design sensibilities.
The final brand toolkit fuses typography inspired by Souther Italian street signage from the decades that Cory’s family tree resided near Potenza, and modern interpretations of Potenza’s crowned lion mascot shown across flags and city memorabilia.
To give the brand typography a rich foundation in the Italian source material, 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 modernly sensible style that fuses the old with the new. The result is somewhere between Italian winery and luxury car manufacturer, creating a unique look for the athletic community that isn’t only confident – it’s engaging.
Using the style toolkit that I created for the core brand marks, I developed a system of secondary marks and alternates to bring more flexibility and useability to the brand, while also creating a richer experience for Cory’s clientele. This flexibility makes sure that the brand story is always told to its best, and that the brand is always putting its best visual foot forward.
My partners and I took on a huge project that had no business working out. That we made it out of the gate is due to the support, creativity, and general wizardry of Zach Silver. Zach was there for anything and everything our project needed, including marketing and business advice outside the realm of his contract. While we hired Zach because of his impressive portfolio and passion for design, we were completely unprepared for him to become one of the most influential people to touch our project. If I was thinking of doing another project, Zach wouldn’t just be a call, he’d be my first call (then the bank to beg for money).!
JESSE ROBERTS – CO-OWNER
Brand Photography by Dariynn Silver of Reflect Design Co. & Morgan Turner of MTurnerPhoto