GREATNESS IS COMPLICATED

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.

ITALIAN HERITAGE

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.

TIMELESS TYPOGRAPHY

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.

Using the style toolkit that I created for the core brand marks, I developed a system of secondary marks and alternates to bring flexibility and useability to the brand, creating a richer experience for Cory’s clientele. This flexibility ensures that the brand story is always told to its best and that the brand is always putting its best visual foot forward.

Zach came highly recommended, and after the first time I met him, I knew why. I had a lot of ideas when it came to developing a brand for my company, and Zach was an amazing listener, and translated my thoughts into an absolutely mind blowing concept. I was shocked to see the amount of care and detail that went into his process, and I couldn’t have been more impressed with the results. He listened to my consistent changing mind and came up with a perfect concept that satisfied all of my requests. I constantly have people asking about my branding, and when I recommend Zach, I tell them that Zach is truly a business person/artist that is doing exactly what he was meant to do. His skill is so top notch, I recommend him always and would never go elsewhere to have more branding/marketing work completed.

CORY CAMERON – OWNER

Zach came highly recommended, and after the first time I met him, I knew why. I had a lot of ideas when it came to developing a brand for my company, and Zach was an amazing listener, and translated my thoughts into an absolutely mind blowing concept. I was shocked to see the amount of care and detail that went into his process, and I couldn’t have been more impressed with the results. He listened to my consistent changing mind and came up with a perfect concept that satisfied all of my requests. I constantly have people asking about my branding, and when I recommend Zach, I tell them that Zach is truly a business person/artist that is doing exactly what he was meant to do. His skill is so top notch, I recommend him always and would never go elsewhere to have more branding/marketing work completed.

CORY CAMERON – OWNER

BACK TO PROJECT GALLERY