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My dear friends Paulo and Eric needed a creative partner to help them to develop the new logo and visual identity of their studio: KING URSA.

East End Project went through some changes over the years and they ended up finding a new name that encapsulates the company’s values. As for the visual side, they were looking for something that resembles the style of East Toronto, something around the streetsmart/hipster style, nothing drastically different from what they had in the past, but a cool refresh. After some thinking and testing, the solution we came up with explores this universe of grunge and street art style and a touch of digital elements.


Visual Identity

Early concepts