As part of the team at Idea Factory, we worked to reflect the architectural updates to the building, announce St. John’s as an exciting destination, and infuse some colourful Newfoundland personality as well.

We settled on the clean and simple abbreviation of SJCC. The J is made from St. John’s unique and humble apostrophe – a rarity in Canadian cities.

Using sea to sky colours, the result is a brand that is welcoming, celebratory, and vibrant.