With their identity for the Nia Centre, JOAN Creative turns the lens on the brilliance of Black art

JOAN Creative, a New York and London-based independent creative company, has dedicated over a year to develop the branding of Canada's first multidisciplinary Black arts centre, the Nia Centre. They’ve successfully crafted an identity and cohesive design system, instrumental in establishing the centre and securing funding. This significant initiative, situated in Toronto’s Little Jamaica, is a culmination of a 15-year effort by the Nia Centre for the Arts. The comprehensive, largely pro bono branding system, guided by the eye of Toronto native and JOAN Creative’s Group Creative Director Theo Gibson, is a vibrant testament to the celebration and recognition of Black artists and their invaluable work. “Commemorating this moment for the Nia Centre for the Arts was crucial, and we sought to do so in a timeless and meaningful manner,” he tells us. In the ideation process, he reveals, the goal was to craft a symbol that powerfully embodies strength, connection, and support for the African diaspora in Toronto. “To achieve this,” Gibson continues, “we delved into art history, where the arch emerged as a recurring visual element in historic paintings. Often, it alludes to harmonious relationships, and the ability to withstand challenges, and symbolises a passage to a new journey.” These insights inspired the adoption of the arch as a symbol, serving as an ‘entrance’ into the realm of art that celebrates the strength of Black artists. The arch’s design offers flexibility and scalability, adapting to various formats from digital to print and exhibition pieces, while also ensuring a strong visual impact at larger sizes, enhancing aesthetics, and providing an immersive experience.