UrbanArts - X&Os

A campaign that explores the intersection of community, culture, and sports

problem

For almost four decades, UrbanArts has been a central part of the Arts community in the York South Weston region of Toronto. However, due to several factors including the Covid pandemic, the organizations reach and authority in the community has slowly dwindled. With programming shying away from the organizations core purpose of serving the youth, we needed to turn that around re-engage the youth in our spaces and programming.

solution

For nearly four decades, UrbanArts has been building those conditions across Toronto’s west end. Through creative spaces, public programs, artist development, and community partnerships, we help turn neighbourhoods into places where culture can thrive. More and more, that means building the things culture actually needs, the spaces, the programs, and the pathways, not just the moments. X&Os is an extension of that work. It takes the values that shape UrbanArts every day and brings them into public, celebrating community while creating new opportunities for the next generation.

Insight

A game is never just a game.

Concept

Long before anyone called it culture, it started with a game. Across Toronto, courts, pitches, fields, gyms, parks, and community centres have always been more than places to play. They are gathering spaces, where friendships form, identities take shape, and communities come together.

For one week, the two sites become a kind of temporary campus. Weston Common is where you go to think: the exhibition, the portraits, the conversations. Bartonville is where you go to play: the Clubhouse, the workshops, the Block Party. You move between them all week. It is less a festival and more an environment, a place to spend a day in, not a schedule to get through.

year

2026

timeframe

8 weeks

tools

Photoshop, InDesign, Milanote, Notion, Premiere Pro, Davinci Resolve, After Effects, Monday, Microsoft Office, Canva

category

Branding and Identity (Client)

The platform consists of four pillars: The Clubhouse: it transforms our Bartonville location into a lounge and playhouse area filled with games, activities and food. BlockParty: a celebration of the neighbourhood and community Creative Labs: A series of workshops tapping into mediums like DJ-ing, Photography, and Fashion Playmakers: an exhibition and documentary that serves as a celebration of the community leaders and organizers who work tirelessly to empower the youth of our city Just A Game: an exhibition that directly taps into the culture outside of the game.

The above are explorations before the final rollout started. The following is the official rollout of the platform

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This project was all encompassing. We had 8 weeks to build out the platform with a small team.

Collaborators:
Spencer Phillips - Executive and Creative Director
Angela Arroyo - Manager and Social Media Coordinator
Matteo Jana - Videography and Colour Grading
Kullenne Abdushekur - Community Outreach and Organizer
Erin Nancoo - Event Coordinator
Sekinat Elabanjo - Programs Coordinator

Along with aiding in the initial brand direction, programs development and outreach, I was tasked with shooting, editing and scoring a 15-minute documentary to be showcased at the exhibition's closing event.