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In December 2023, Toronto City Council officially renamed Yonge-Dundas Square to Sankofa Square. To prepare for its 2025 rebrand, Sankofa Square has selected D.PE Agency as its AOR for brand strategy, identity, and community engagement after a thorough tender process.
The Square is a major Canadian landmark, attracting millions of visitors each year, similar to Times Square in New York City, Piccadilly Circus in London, and Shibuya in Tokyo. Its rebranding offers Toronto a key opportunity to lead global efforts in decolonizing public spaces.
The new agency will launch a robust rebranding strategy involving six stages. The first phase kicks off this month with a teaser creative campaign entitled “Embrace the Possibilities.” The tagline reflects Torontonians' shared vision, aspirations, and unified observations. It envisions how we can come together to imagine and create a new future for Sankofa Square and our city.
The remaining stages, including communications and media relations, visual identity development, brand marketing strategy, and partnerships, will follow. By early 2025, Sankofa Square will officially launch with an integrated 360° brand campaign and identity. The project will align with the City of Toronto’s revitalization initiatives to live up to its position as a central attraction in Toronto’s Downtown.
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