Rebranding: Toronto Innovation Acceleration Partners

To rebrand MaRS Innovation, Public Good embarked on a comprehensive renaming and branding process to develop a dynamic, impactful and bold visual identity for one of Canada’s leading innovation network and incubator. Renamed – Toronto Innovation Acceleration Partners – TIAP specializes in venture building of early-stage health science technologies emerging from member institutions including University of Toronto, Sick Kids, Sinai Health System and CAMH.

Public Good engaged Board members and senior management in group discussions with surveys, questionnaires, brand rationale and development presentations to strategize and formulate a vision, brand positioning model and creative brief. The resulting logo design embodies the organization’s energy, collaborative expertise and progress-driven leadership. To rollout the new brand, Public Good developed a graphic standards guidelines manual and an implementation plan for TIAP’s communication channels and touchpoints, including designs for: website homepage (, interior lobby signage, corporate materials and templates, AGM presentation and staff communications.


Brand and Graphic Standards GuidelinesTIAP-Guidelines


AGM PowerPoint PresentationTIAP-Powerpoint2

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