I am land is a three-part exhibition series that explores the role of the artist as a chronicler, curated by Maya Wilson-Sanchez for ArtworxTO and the City of Toronto’s Year of Public Art from 2021 to 2022.  

The work was exhibited at Union Station’s Oak Room and was seen by thousands of commuters, travellers and locals on their way to and from the UP Express.

Services - Visual Identity, Creative Direction, Print Production, Digital Production

Client - ArtworxTO, City of Toronto

Working closely with the client’s curatorial statement, “Many artists have a deep interest in representing the past, exploring the present, and imagining the future. [...] celebrating how individuals and communities have the power to create their own histories,”  the task was to create a visual identity and subsequent assets for the I am land exhibition. From the start, it was clear that graphic elements, typography and colour would play a role in setting a strong foundation for the artwork exhibited.

The project involved a discovery phase, concepts and feedback phase and a final brand guideline phase. With the completed brand in hand, I developed four large scale info panels, artwork didactic panels (25 total), and marketing material for print magazines, social media and digital platforms.

The creative process started with a discovery and research phase through a series of formal and informal communications with the client. Through meaningful discovery calls, visual anatomy exercises and questionnaires, I got the best representation of what the project needed and what the client’s goals were. 





The discovery form questions helped the client to communicate their needs. The answers and following discussions helped to paint a picture of the goals and targets of the project.


Precedent research was done to understand the tone of voice and point of view that was important to strike with the brand of this exhibition. From this exercise, the visual anatomy of the project was: bright, light, modern, spacious, geometric, sans serif, primary colours, line elements, pathways.

The Visual Identity

I am land was an exhibition in three parts: I am land that feels, I am land that remembers and I am land that speaks. Throughout a year of programming at Toronto’s Union Station, the artwork changed according to these three themes. 

The exhibition’s wordmark was versatile and allowed for the flexibility to have all three themes represented together (there were panels that lasted the entire year of the exhibition), while some stood on their own during their respective tenures in the space.



To draw a connection between past, present and future representations of diverse histories, a line element forged its way into each of the branded materials becoming the center piece of this identity. It served as a recognizeable graphic device, and it also became a tool and pathway to connect and separate information creating hierarchy within large scale environmental graphics down to social media assets.



Complimenting the artwork and themes of the exhibition a vibrant yellow and rich blue brought life and depth to the space at Union Station’s Oak Room. Choosing primary colours was an intentional choice to create connections of familiarity, accessibility, and to draw attention to a space that is well travelled.

I am land spanned virtual and physical spaces for Toronto’s year of public art, accompanying pieces from more than 25 artists and standing proud behind curator Maya Wilson-Sanchez’s vision.