Kurtis Chen
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Route Eleven

Design

Designing Route Eleven, an award winning content agency, was a multi-year process of continued refinement. The brand went through a plethora of iterations until it settled into its final form inspired heavily by the city of Toronto.

Stands out, neutrally.

Stands out, neutrally.

Route Eleven is named after Yonge Street, Toronto's east-west divider and the world's longest drivable roadway. We couldn't help but make the logo an homage to Ontario's iconic highway signs.

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 Design married with strategic thinking was Route Eleven's core business ideology. By keeping the brand aesthetic minimal, their team's work was able to stand out.

Design married with strategic thinking was Route Eleven's core business ideology. By keeping the brand aesthetic minimal, their team's work was able to stand out.

Proxima Nova was an obvious choice for the brand's primary typography.

Proxima Nova was an obvious choice for the brand's primary typography.

Its highly geometric form compliments the extreme utility of Highway Gothic, a font designed by the United States Federal Highway Administration for use in roadway signage.

The colour palette of Route Eleven avoids pure black or pure white, much the same way film production does. Truly cinematic images rarely reach 0% or 100% luminosity. Thus, to continue Route Eleven's cinematic film production capabilities into their design, dark shades of grey and light shades of grey were strictly used instead of black or white.

 I developed a minimalist, typography-driven website with controlled punches of colour.

I developed a minimalist, typography-driven website with controlled punches of colour.