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Riverside BIA 40 Years, 40 Stories: ‘A Time for Pollinators’ Mural

As part of the ‘Riverside BIA: 40 Years, 40 Stories’ series, we’re putting a spotlight on the serendipitous story of the Riverside Pollinator Mural by Nick Sweetman at 777 Queen Street East in the heart of Riverside.  

The Riverside Pollinator Mural called ‘A Time for Pollinators’ was created by artist Nick Sweetman. Completed in 2016, the mural’s references to clocks and time continues in the theme of the ‘Time: and a Clock’ series in Riverside by Toronto artist Eldon Garnet, while celebrating Albert Edelstein, a founding member of the BIA, who was a local jeweller and watchmaker. The pollinator mural also highlights the many natural, hidden places in Riverside and the importance of pollinators (e.g. bees, people) in the community and environment.

Fun Fact: The Pollinator Mural is one of the stops on our Riverside Public Art Self-Guided Walk, and check out our Virtual Public Art Tour to see amazing footage of the mural and an interview with Nick Sweetman (around 18:00 min)!

riverside pollinator mural

Photo from August 2016 taken during the mural production by artist Nick Sweetman adjacent to what was once an unassuming parking lot.

The west-facing wall of Elbers’ Antiques at 777 Queen Street East, owned by one of our most enduring local business owners, Ron Elbers, was a long a neglected spot targeted by graffiti. For years, Ron and the Riverside BIA had been in agreement that the wall would be the perfect spot for a mural.  In 2016, the time was right (no pun intended), and the old wall was revitalized thanks to a City of Toronto mural grant, the amazing work of local resident and mural artist Nick Sweetman, and project management by the Riverside BIA.

The mural was launched in late summer 2016 on a rainy day. You would never know it with the vibrant colours of the mural shining through, along with all the smiles of those in attendance in this incredibly proud moment for the BIA and community. BIA founding member and former long-time Chair Albert Edelstein was on hand with wife Ruth and many generations of family members, along with artist Nick Sweetman, local elected officials from all levels of government and current BIA members.

Caption: MP Julie Dabrusin, MPP Peter Tabuns and City Councillor Paula Fletcher stand with Riverside community members including Riverside BIA Board chair Mitch Korman and Executive Director Jennifer Lay.

MP Julie Dabrusin, MPP Peter Tabuns and City Councillor Paula Fletcher stand with artist Nick Sweetman (at back, right), Riverside community members including Riverside BIA Board chair Mitch Korman and staff Jennifer Lay and Anjuli Solanki, and former BIA Chair and founding member Albert Edelstein (middle), his wife Ruth and many other family members.

As the mural launched, almost simultaneously there was another plan in motion. The owners of the parking lot at 771 Queen E (adjacent to the mural) had received interest from a landscaping company Queen Landscapes to create a garden centre in the derelict lot. With their expertise and resources, the team created the Queen Garden Centre. In 2018, it was launched with a focus on native perennial plants and remains so today, which in turn supports pollinator populations all over Toronto…talk about serendipity!

riverside pollinator mural

2020 Photo of the Queen Garden Centre with the Pollinator Mural as the backdrop. (Photo credit: Lana Malykh) 

About the Mural

The mural’s ‘Bees and Urban Pollinators’ theme recognizes Riverside’s hidden green spaces that maintain wildflowers and local hives, as well as the area’s growing bee-keeping culture in the east-end. Pollinators are essential for food production and the health of a city’s ecosystem.

riverside pollinator mural

The Riverside colourscape is used artfully with time and clock themes

The pollinator mural’s time and clock theme is an homage to Albert Edelstein, a long-time clockmaker and jeweller in Riverside who was integral to founding the Riverside Business Improvement Area (BIA) in the 1980s. Edelstein is also a personification of ‘The Pollinator’:  someone working hard on tiny things with thousands of moving parts, but the whole of the fruits of their work has an enormous impact. In the same vein, the ‘Gears’ in the mural represent small things working together to make big things happen – like bees in a hive, or a community in a neighbourhood. Like clockmakers, pollinators are important members of society and their toils must be given proper respect, as they play an essential role in allowing people to thrive and exist.

The ‘Time’ theme also continues in line with Riverside’s architectural and artistic history, referencing Eldon Garnet’s ‘Time & A Clock’ public art series that has been iconic in Riverside since 1996. The ‘Clock’ in the mural also mirrors the Ralph Thornton Centre’s iconic clock tower just west across the street, designed by famed Toronto architect E.J. Lennox. Meanwhile, the pollinator mural’s colours and style portray Riverside’s ebbs and flows through time and its vibrancy today.

About the Mural Artist 

Nick Sweetman is an independent, multidisciplinary artist living in Riverside. He holds an MFA from OCAD University, and has led and contributed to numerous mural projects around the city, collaborating with many of Toronto’s best artists. His studio practice is based in painting, but over the years his work has explored photography, video, installation, and mixed media. He is interested in drawing attention to physical and conceptual sites of fracture and intersection between natural forces and human-designed objects and spaces. By this he hopes to encourage consideration of our relationship with the planet and its non-human inhabitants.

Thanks to Community Partners

A special thanks to property owner Ron Elbers, who provided the wall space, and Vivienne Grace Ziner from Urban Quest for access to her property to complete the mural. The Ralph Thornton Centre and the Toronto Public Library Queen/Saulter Branch were instrumental in engaging the community in the mural’s design. The STEPS Initiative and Wipeout Specialty Cleaning donated mural materials and time. Thank you to the City of Toronto for providing funding toward this project.

The ‘Riverside BIA 40 Years, 40 Stories’ Series is part of how we’re celebrating the 40th anniversary of this incredible neighbourhood of community-builders.

FIND THE SERIES HERE AS WE SHARE NEW STORIES

DO YOU HAVE A STORY OF THE RIVERSIDE BIA? SUBMIT YOUR STORY

40 Years, 40 Stories: Recognizing macFAB’s Legacy in the Riverside BIA

As part of the ‘Riverside BIA: 40 Years, 40 Stories’ series we’re putting a spotlight on former BIA member and community-builders extraordinaire Dale and Patrick from macFAB. This blog was originally shared in March 2018 and is being reshared in July 2021 as part of our 40th anniversary story series!

Thanks to former Riverside BIA Executive Directors Anjuli Solanki and Perry Lupyrypa for contributing this Guest Blog (originally published in March 2018):

While macFAB made its final exit to new digs on Bayview Ave some years ago in 2018, we’re looking back to recognize the many contributions owners Dale Sonier and Patrick Kennedy have made to the Riverside BIA community over the years – from the Riverside Bridge Lighting, to the Riverside Magazine.

A flagship store in Riverside for close to 10 years, macFAB left a lasting legacy in the area.

macFab Store in Toronto's Riverside neighbourhood at 755 Queen E in 2011 (Google Streetview)

macFab Store in Toronto’s Riverside neighbourhood at 755 Queen E in 2011 (Google Streetview)

In 2010, Dale and Patrick recognized the potential of Toronto’s Queen St East and moved their well-established Queen St West macFAB Fabrics retail shop to  734 Queen Street East as macFAB Sews, and a year later, they launched macFAB Home at 755 Queen St E.  Committed to being a part of the community, Dale and Patrick joined the Riverside BIA Board of Directors in 2011. In this role they advocated to beautify Riverside’s streetscape through funding from the City of Toronto pilot for tree pits in Riverside. The project was piloted on one block in 2012 and expanded by 2014 to include the entire Riverside BIA.

Although both Patrick and Dale were actively representing both of their separate macFAB businesses for the first two years on the board, Dale became the key representative for the remaining 5 years and was a key champion for changes in the area.

Dale Sonier, Owner of macFAB inside the then MacFab location at 755 Queen Street East in 2015

The Riverside Western Gateway Project  2012- 2015

In 2012, the BIA held a long term strategic planning session. Seeing the opportunity of the Pam Am Games in 2015,  Patrick declared that with the Pan Am Games Athlete’s Village being located in neighbouring Corktown, that “the eyes of the world” would be on the Riverside’s western gateway.  This inspired a 3-year branding and beautification plan for Riverside’s Western gateway through a high impact bridge lighting and public art way-finding initiative.  This project has become an iconic symbol of Riverside and entry point to Toronto’s East End.

Also in 2012, Dale was instrumental in extending the Riverside BIA boundaries to include the Queen St Viaduct, recognizing that it would be prudent for the BIA to officially include the bridge and ancillary properties as the BIA was embarking on the Riverside Gateway Bridge project.  As one of the area’s biggest advocates Dale knew that, while transformative, this project would be expensive. From 2012 through to 2015, Dale helped the Riverside BIA continue 12 months of planters and season streetscape decorations, while delivering almost $100,000 of streetscape cost savings by sourcing the shrubbery and decorating the planters rather than out-sourcing this work.

Over the three years it took to realize the project, both Dale and Patrick invested considerable time and energy meeting with artists, city planners, lighting and electrical specialists.  They were able to work with the project steering committee (composed of Riverside BIA members, The City, artist Eldon Garnet, and project installers) to include the installation to maintain a more dynamic colour pallet, rather than plain white.

Riverside Bridge, Toronto (Queen St Viaduct)

Riverside Gateway Bridge Lighting Project, completed in 2015, Photo credit: Ford Thurston 

Riverside’s First Mural 2012-2013

In 2012, higher impact re-branding efforts were made to reflect the area’s name change from Queen Broadview Village BIA to Riverside District BIA (which had become official several years prior). A relic to the area’s former name Queen Broadview Village was still present and highly visible on the west side of then Jilly’s Adult Entertainment (now The Broadview Hotel).

Riverside BIA Board Chair Mitch Korman made the initial contact with the management of Jilly’s to replace the Queen Broadview Village sign with a Welcome to Riverside Mural, designed by local artist Jessie Durham and to be painted by another local artist Melissa Luk.  At the time, Jilly’s owners agreed to the installation.

In early 2013, the BIA was awarded a city of Toronto Mural Grant for the Welcome to Riverside Mural.  Artist Melissa Luk needed space over the summer to draw and paint ten 4″ x 8″ wooden panels which would then be installed on the side of Jilly’s. Dale and macFAB generously provided an artist’s workshop for over 6 weeks, clearing away some valuable storage space to enable the BIA to realize this important branding initiative.  Dale accompanied the BIA staff to a pre-installation meeting with Jilly’s owners – only to learn there was a wrinkle in a plan. The BIA learned that the owner planned to have a 20′ x 8′ sign, with a large exotic dancer silhouette alongside the Welcome to Riverside mural.  As a result the mural was delayed until a more appropriate wall could be found to accommodate the mural’s dimensions. Dale, with his effervescent and persuasive personality, reached out to Harry Lazarous, owner of 742 Queen East, and he agreed to host the mural just one week before the grant installation deadline expired.

Welcome to Riverside Mural

‘Welcome to Riverside Mural’ at 742 Queen St E (the mural is now located on the wall of 651 Queen St E)

Riverside Office Space 2013-2017

In 2013 a developer had taken possession of the three properties immediately west of  macFAB Home. Knowing that it could take a significant amount of time for them to develop their plans, Dale was presented with the opportunity to manage these sites and keep the streetscape active, expanding macFAB into two locations. Rather than renting the third space out, he offered it to the Riverside BIA at a far below market rate value for four years. Prior to this, the Riverside BIA maintained a small cubicle at the back of the former Hangman’s Gallery of the Artists’ Network of Riverdale (then located at 756 Queen St E, the address has ever since been home to the Irish Design House). This new expanded office space at 765 Queen St East enabled the Riverside BIA to dramatically increase its branding and programming impact to both members and the broader public, as well as  host additional staff and volunteers.

In 2014, the Artists’ Network had to leave their long time gallery space.  Dale offered up the space next door to the BIA office at 765 Queen St E.  By supporting this non-profit artist organization that hosts the annual Riverdale Art Walk (which has taken place annually for over 20 years), Dale supported a critical part of the Riverside community. Both the Riverside BIA and the Artists’ Network maintained this office space as home for 4 years.

Riverside Magazine 2013- Present

When it came to the Riverside BIA, Dale always thought big.  Having spent time in the city’s west end, Dale would bring copies of the glossy King West magazine as a model for what the Riverside BIA should strive to launch. Riverside BIA Chair Mitch Korman further advocated the launch of the Riverside Magazine in 2013. In order to support the initiative, Dale committed to purchase the back cover (the most costly and valued ad space) and supported the advertising outreach – selling enough advertising to cover print costs and distribute 5000 copies.  With Dale’s continued support in 2014 the Riverside Magazine expanded distribution and  hosted the Magazine’s 2014  launch party at macFAB.  The magazine continued to expand to 15,000 copies distribution until 2019 as an important promotional and informational tool for Riverside.

Riverside Magazine

Riverside Magazine Volume 3 Cover Page (2015)

Dale and Patrick and macFab are as strong today as ever, and the Riverside BIA is proud to look back and recognize their incredible contributions as important movers and shakers in Toronto’s Riverside.

The ‘Riverside BIA 40 Years, 40 Stories’ Series is part of how we’re celebrating the 40th anniversary of this incredible neighbourhood of community-builders.

FIND THE SERIES HERE AS WE SHARE NEW STORIES

DO YOU HAVE A STORY OF THE RIVERSIDE BIA? SUBMIT YOUR STORY

40 Years, 40 Stories: Welcome to Riverside Mural

As part of our ‘Riverside 40 Years, 40 Stories’ series, we’re sharing the story of Riverside’s first mural, simply named ‘Welcome to Riverside’. This story showcases Riverside’s pride and its passionate community spirit.  Read on for its story and check out a short narrated video here.

Toronto’s Riverside Business Improvement Area (BIA) is well known as a diverse community with strong support for a variety of eclectic public art initiatives.  After many decades as ‘Queen-Broadview Village’, the decision was made to re-brand and revert to its original roots as ‘Riverside’ (the area’s namesake since the 1880s).  As part of its efforts to re-introduce this identity and promote the new brand, the BIA commissioned its first mural: the “Welcome to Riverside” mural in 2012.

Riverside Mural painting

Painting the 10 panels for the 20 x 16 ft mural (Photo Credit: ArT ExploratioN General Contracting)

The mural art was designed by Toronto artist Jessie Durham, an alumnus of OCAD, and was inspired by Part 1 of Time and A Clock by Eldon Garnet which was previously commissioned by the BIA and the City of Toronto to sit atop the Queen Street bridge with the phrase “This River I Step In Is Not The River I Stand In”.  Artist Melissa Luk who was a fan of Jessie Durham’s work, was commissioned to paint the design onto 10 large wooden panels in order to create the 20’ x 16’ mural with the assistance of several other local artists including Emanuel Ciobanica, Shira Haberman, Andrea Manica and Nicole D’Amario.Painting the 10 panels for the 20 x 16 ft mural (Photo Credit: ArT ExploratioN General Contracting)

At the time, Perry Lupyrypa, the former Riverside Executive Director shared: “Riverside BIA was thrilled to be awarded a grant from the City of Toronto Economic Mural Program. This mural is the first part of the beautification plan for the westerly side of the BIA, in preparation for the 2015 Pan Am Games, when the eyes of the world will be on Riverside”.

Melissa’s feelings about public art were very clearly expressed in Rebecca Field’s article that was published on November 15, 2013 on Toronto.com when she said, “It’s so easy — it opposes the idea that art can only stay in the gallery, art is only for people who have the time and the money to experience it.  It’s this thing that can be out in the open. It can be this wild, free part of your everyday environment.” 

Riverside Mural

Panels of the Welcome to Riverside Mural (Photo Credit: ArT ExploratioN General Contracting)

The Riverside community was also invited to contribute to the creation of the mural during the Eats & Beats StreetFEST on June 1, 2013.  During the festival, the neighbourhood came together to paint words, pictures or abstract marks on the mural that answered the question: “What makes Riverside special?”.  The mural was then completed and weatherproofed before being unveiled on the wall of 742 Queen Street East on October 26th, 2013.

Riverside Mural

Unveiling the Welcome to Riverside Mural in 2013 at 742 Queen Street East (Pictured: at left, mural artist Melissa Luk & former Riverside BIA Executive Director Perry Lupyrypa).

The choice of location for this mural that was to be the reintroduction of the Riverside identity, was an important one.  It’s interesting to note that at one point, the mural was to be installed on the wall of 106 Broadview Avenue which was, at the time, home to the infamous Jilly’s.  Although this venue has since been transformed to the popular and upscale Broadview Hotel, it might have been an intriguing home for this “welcoming” mural. The final decision was made to install the mural on the east facing wall of 742 Queen Street East where indents were made to the mural in order to be accommodated on that wall. 

In 2017, a request by the property owner was made to rehome the mural and after an intensive search for a suitable wall, the west facing wall of 651 Queen Street East was chosen. The mural panels were then disassembled and reassembled by the same team that had originally mounted them.

Reinstalling the Welcome to Riverside mural panels on the wall of 651 Queen Street East

Reinstalling the Welcome to Riverside mural panels on the wall of 651 Queen Street East

The Mural’s new home at 651 Queen Street East (Photo Credit: Lana Malykh)

The Mural’s new home at 651 Queen Street East (Photo Credit: Lana Malykh)

Fun fact: The Welcome to Riverside Mural was featured by the TTC as part of its neighbourhood art series on the February 2018 Metropass!

Welcome to Riverside Mural on the TTC’s February 2018 Metropass

Welcome to Riverside Mural on the TTC’s February 2018 Metropass

Today, the Welcome to Riverside Mural is just one of the many incredible stops on the Riverside Public Art Self-Guided Walk as well as a feature on the Riverside Virtual Public Art Tour that showcases the incredible diversity of art in the Riverside BIA (both tours are easily accessible from the comfort of home).  Be sure to check out some of the other stops on these tours!

The ‘Riverside BIA 40 Years, 40 Stories’ Series is part of how we’re celebrating the 40th anniversary of this incredible neighbourhood of community-builders.

The ‘Riverside BIA 40 Years, 40 Stories’ Series is part of how we’re celebrating the 40th anniversary of this incredible neighbourhood of community-builders.

FIND THE SERIES HERE AS WE SHARE NEW STORIES

DO YOU HAVE A STORY OF THE RIVERSIDE BIA? SUBMIT YOUR STORY

Welcome Back! Personal Care Businesses Re-Opening

This round of lockdown across the city of Toronto including right here in Riverside neighbourhood, left us all in desperate need of some social time with friends and family. But it also left many of us in even greater need of a haircut, a new skin care routine and maybe even a new set of lashes- we earned it!

With patio season now in full swing across the city we know everyone is already out and about enjoying all the good eats this side of the Don Valley. So we wanted to shed some much needed light and love on all the personal care businesses in Riverside neighbourhood that are reopening today/ over the next week, in line with the Ontario Step 2 guidelines. Yes, our personal care services ARE BACK, and we have all missed them so its’s time to show them some love! 

Here is our rundown of Riverside-based beauty and personal care spots reopening this week/next, and they are here to help you look and feel your best in Summer 2021! 

Important note: Photos may not properly convey, but all businesses are strictly following Public Health protocols for Personal Care Services including capacity limits, sanitation, masking, etc to serve you safely! Please ensure you check with the business and confirm your appointment prior to visiting them in person.

Untitled by Flaunt Boutique – IG @untitledtoronto

(Opening July 2nd) Not just an excellent spot to have a spa status hair cut and colour but also a great location for stocking up on all things skin and hair care. They have a selection of products, chosen with sustainability and your health in mind, for you to enjoy while being pampered in house or to take with you to enjoy over and over again at home! Check out their Instagram and their website https://untitledtoronto.ca/ for booking details. 

WAXON Wax Bar – IG @waxon

Look, I know none of us have been exactly thrilled to do this kind of personal care since the start of the second lockdown. But it’s summer, and we all need to get out and enjoy some sun, SPF required, and remember what summer in Toronto means, the beach! WAXON is the perfect place to get you feeling prepped and silky smooth for every beach day, pool side hang, and event this summer. Plus you can have your brows and eyelashes done here too! It’s a one stop ‘best-you’ shop! Check out their website https://waxon.ca/ to book now! 

Clinique De Mode – IG @cliniquedemode

With a focus on providing honest professional advice, combined with the highest quality, medical-grade skin services at the absolute best value, instead of selling you product to meet their bottom line; Clinique De Mode is the perfect place to achieve you healthiest skin ever! You can book a free consultation on their website https://cliniquedemode.com/ or treat yourself to a vampire facial to help you relax after one too many zoom meetings! 

Hair Code – IG @hair_code

“If you are reading this, you are already one step closer to beautiful hair. Born with a crazy desire to create the unique and unwilling to accept the ordinary, Hair Code thrives on the premise that no hairstyle is ever the same as another. Hair Code is home to an elite team of talented and passionate stylists, obsessed with crafting a hair design that best matches your unique personality and lifestyle.” – Hair Code Team. Check out their website https://www.haircode.ca/ and social or give them a call to book! 

Broadview Beauty Parlour 

This Riverside parlour has been a staple in the neighbourhood for decades. Locals know the friendly owner, George, to be a great barber and community character. They don’t do social media or have a website because they are keeping it old school but you can book with George by calling the shop (416) 466-6568. 

Oreya Studio – IG @oreyastudio

Founded by Alexa Brittany, Oreya means beautiful (in Greek). Oreya was created to inspire confidence and good vibes, with a focus on how you feel, not just how you look. A perfect mentality to take with you for the rest of this lockdown free summer. Get you hair, lashes and a wax done all in the same space. This team of gorgeous professionals are your hype (wo)men and biggest fans. Follow them on instagram to get their contact info or give them a call (416) 463-0001 to book. 

Beauty by Geet – IG @beautybygeet

We all know wearing mascara then spending an afternoon in the summer sun is a recipe for racoon eyes waiting to happen! So lash extensions are the perfect summer solution for feeling beautiful without the worry! Beauty by Geet offers lash extensions, brow laminations, and makeup services. Their specialization in lashes allows them to be on the cutting edge of technique and technology by attending workshops, training and conventions. Head to their website https://www.beautybygeet.com/ to schedule your lash appointment! 

Lone and Co – IG @loneandco

Think of Lone and Co as a club for the best hair care consultants, where you get to pick who from this collection of independent creators, is your hair’s perfect match! All the stylist set their own schedules and prices and you can check them all out on the website https://www.loneandco.com/ .Right now they ask that you give them a call to book at (647) 351-8480

Dreamy Beauty Bar – IG @dreamybeautybar

Lynda Quach, owner of the Dreamy Beauty Bar

“The Dreamy Beauty Bar experience is a balance of artistry and relaxation. It’s ever-evolving too: each visit is an opportunity to keep you up-to-date on the newest products, techniques, and services. After all, time spent here is YOUR time. Contact me, Lynda and let’s talk about your beauty goals!” – Owner, Lynda. Specializing in lashes and brows, Dreamy Beauty Bar is here to make your dreams come true this summer! Get in touch with Lynda on the website https://www.dreamybeautybar.com/ to book! 

Album Hair – IG @albumhair 

(Opening July 2nd) Ready to have the perfect sun-kissed, glossy hair this season. Album hair is here to help you achieve the perfect custom balayage and fresh cut or a wash and blowout for your first big outing this summer! Check out their Instagram to stay up to date with booking information and head to their website https://www.albumhair.com/ for store hours and contact information! 

Hill Studio – IG @hillstudioto

“Good Energy, Good Hair” – Hill Studio.

Hill Studio is a Black-owned hair studio catering to women and children. They have expertise working with diverse hair types and getting desired results. Hill Studio also stocks hair products, offers classes, and sells merchandise. They offer an extensive range of services from relaxing to colouring to extensions. They are also hosting a running club this summer #hillrunclub. To achieve your best hair and your best self head to their website https://www.hillstudioto.com/ to book and learn more! 

Riverside 40 Years, 40 Stories: BIA Branding Evolution

Story Contributed by Aarti Sharma 

In this feature, #20 of the ‘Riverside 40 Years, 40 Stories’ series, we’re sharing the story of the BIA’s brand evolution! The brand has evolved greatly over 40 years thanks to the bold ideas of Board members, Marketing Committee members, and innovative graphic designers. Today, the Riverside BIA’s award-winning brand is on full display throughout the neighbourhood. Read on to learn the story and see examples of the brand over time…

The vibrant pole banners and pole wraps along Toronto’s Queen Street East from the Queen Street Viaduct to Empire Avenue can’t be missed – the hot pink, purple and blue hues are sure to catch your attention while passing through the Riverside BIA. 

Since 2018, these striking colours have become an indispensable part of the Riverside BIA’s brand. This was the year when the BIA thoughtfully invested in re-branding with the Riverside Board of Management and Marketing Committee and designer George Conidis of geocdesign.com. From then on the brand was built and fused into the BIA’s identity online and on the street, giving it a striking new makeover.

Riverside BIA current branding thanks to the Riverside Marketing Committee and graphic designer geocdesign.com

Riverside BIA current vibrant branding, thanks to the Riverside Marketing Committee and graphic designer geocdesign.com

But this followed a long tale of evolution of branding which is equally fascinating. It all began with Queen-Broadview Village….

Early BIA Branding

Riverside BIA began as ‘Queen-Broadview Village BIA’ in 1980. Then BIA founders including Albert Edelstein proudly displayed the BIA brand via street banners, planters and BIA swag as seen in the images below. The brand emphasized the close-knit community feel of the BIA as a collection of main street businesses working together toward a common goal of marketing and beautify the business district:

Examples of branding of the Queen-Broadview Village BIA (now Riverside BIA) from the 1980s and 90s

Examples of branding of the Queen-Broadview Village BIA (now Riverside BIA) from the 1980s and 90s

In the early 2000s a renaming effort got underway to bring the BIA to a name that reflected the neighbourhood original roots as ‘Riverside’ since the 1880s. In 2004, the name ‘Riverside’ was officially adopted as the BIA’s new identity.  The branding came to reflect the connection to the Riverside with a water theme and the idea of being ‘Toronto’s Authentic Urban Neigbourhood’ with its focus on small businesses, community, sustainability, and public art and culture – as illustrated by the example below of a Riverside BIA banner illustration by Toronto artist Jessie Durham:

Branding of BIA once it has been renamed to Riverside BIA in the 2000s

Branding of BIA once it has been renamed to Riverside BIA in the 2000s – illustration by artist Jessie Durham

Why the 2018 re-branding?

By 2017, the Riverside BIA had developed a robust schedule of annual public programming and community events, and the area had attracted a diversity of vibrant community-oriented businesses to call Riverside their home. The persona of Riverside BIA had changed into a go-to, lively and compelling neighbourhood with a lot to offer.

The Riverside BIA Board, Marketing Committee and designer George Conidis of GEOCDESIGN wanted to introduce that same vibrancy and life to the area’s brand, along with a cohesion online and on the streets. Coupled with new creative technologies such as branded poles wraps, the BIA invested in website changes, street banner and poles wraps, TTC ads, and decals and more. 

The re-branding journey…

George recalls his discussion with the Riverside BIA team: “The guidepost for this mission was clear. Community has always been at the core of Riverside, and the ambiance and the feel it offers were the compasses that steered all of our branding discussions.”

George followed the ideology ‘Simple is more’ throughout the design process.

The archive of images of all the Riverside events over the years, gave the design team an overview the past design and branding. This helped in considering each element that would go into the new design. 

A look at Riverside BIA’s re-branding work over 2018-19

A look at Riverside BIA’s re-branding work over 2018-19

Color Palette

George brought forward the creative vision of splashing the Riverside brand with the bold and beautiful hues of hot pink, purple and blue; thus bringing character to the brand that palpably brought out the personality of Riverside.

This versatile palette was chosen to work well in all seasons, from spring to winter. These colours were weaved into Riverside BIA logo, marketing collaterals (posters, pole banners, pole wraps, Riverside magazine, TTC shelter, postcards, and visiting cards), Riverside icon, and the website. 

Riverside’s New Brand Becomes Award-Winning

In 2019, Riverside BIA’s new brand was recognized by the Toronto Association of BIAs (TABIA) and awarded the ‘Branding Award’. 

Riverside BIA Won TABIA 2019 Branding Award (Left to Right: TABIA Chair; Jennifer Lay of Riverside BIA; Geo Conidis, Graphic Designer for Riverside; BIA Co-Chair Mitch Korman)

Riverside BIA Won TABIA 2019 Branding Award (Left to Right: TABIA Chair; Jennifer Lay of Riverside BIA; Geo Conidis, Graphic Designer for Riverside; BIA Co-Chair Mitch Korman)

George and the Riverside team have given this modern flair to the Riverside brand thus breathing a new life and character into the neighbourhood; while the old emotion of being community focused is distinctly reflected as the focal point.

This passion for the neighbourhood will always get the spotlight in the Riverside brand even as it continues to evolve!

 

Riverside BIA 40 Years

The ‘Riverside BIA 40 Years, 40 Stories’ Series is part of how we’re celebrating the 40th anniversary of this incredible neighbourhood of community-builders.

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