mini mioche  //  brand identity for ‘it’s lake ontario

project: Logo design for ‘it’s lake ontario.’ tee

my role: Lead Designer + consultant

Led the creation and art direction of the "it’s lake ontario" graphic tee for Canadian ethical clothing brand mini mioche, designed in direct response to the trade-tension executive order attempting to rename Lake Ontario. Developed the visual concept and hand written typography to capture a spirit of matter-of-fact, cheeky resistance, creating a timely piece of cultural commentary that drove much social engagement. This helped generate awareness while directing net proceeds to True North Aid in support of Indigenous communities affected by wildfires. The initial run of the adult sized tees sold out in a matter of hours.