THRO' Creative

About

THRO' Creative
about

Who is Thro' Creative?

Warren Cathro, Freelance Graphic Designer Specializing in Branding and Packaging.


WJC
Thro' Creative logo

Services

THRO' Creative
services

Successful design is the culmination of a variety of activities thoughtfully planned and executed. Thro' Creative has experience in the following areas:

Brand Identity

Brand Identity

Brand Identity is about connecting with your audience, having them see and understand what you're about, and what you stand for. It's about creating memorable experiences, consistency, quality, and recognition. Through discovery, logo design, colour palette, typography, and other brand elements, Thro' Creative will work with you to establish and maintain your brand integrity, and apply it consistently across different media.

Illustration

Illustration

Illustration can be very effective in presenting concepts in fun and interesting ways. It can create a sense of wonder and clarity together in the same experience. Thro' Creative uses illustration in a variety of applications, including packaging, logo design, iconography, conceptual diagrams, poster art, and technical illustrations.

Layout

Layout

When it comes to long-form documents, a proper layout is crucial to readability and the overall experience. For shorter promotional pieces, it’s important to balance readability with visual interest. Thro' Creative produces cohesive documents that adhere to layout and typographic best practice, while not shy to break the grid when called for. Reports, brochures, case studies, menus, postcards, posters, signage… just about any document will benefit from a layout implemented with purpose.

Package Design

Package Design

Packaging persuades us all. We choose products based on their intrinsic quality, but all else being equal, packaging can tip the balance, and we will likely choose the product with the sellface or tactile quality that most appeals to us. Thro' Creative develops packaging to give brands and products what they need to be the preferred choice.

Art Production

Art Production

Image retouching, typesetting, pre-press – art production may sound a bit like a catch-all term, and to some extent it is. At Thro' Creative, it's about having the experience and technical skill to bring together and manipulate different project components – images, vector art, copy, mechanicals – into a cohesive design that will meet the requirements for final output, print or digital, and come out as intended.

Web Design and Development

Web Design & Development

Browsing the web on your phone is the norm, and Google's updated ranking criteria are a reflection of this. Thro' Creative does web design and front-end development for desktop and mobile devices, with a commitment to strong layout, typography and branding. Staying on top of current and emerging development techniques is a priority. Thro' builds sites on WordPress and customizes WordPress themes to meet specific needs and brand guidelines.

Work

THRO' Creative
work
  • Water & Wine

    Web Design & Development  /  Illustration  /  Logo Design  /  Iconography

  • PMI

    Logo Redesign  /  Branding  /  Layout  /  Web Design

  • Provision Coalition

    Logo Design  /  Event Branding

  • Avantone BV–1 Microphone

    Technical Illustration  /  Magazine Ad

  • Parapale

    Illustration  /  Mechanicals  /  Package Art Production  /  Prototype

  • Signs

    Illustration  /  Retouching

  • In'finiti

    Creative Direction  /  Photo Retouching  /  Art Production

  • Panthercham

    CD Packaging  /  Retouching  /  Prototype

  • Forest Hill Medical Centre

    Logo Design  /  Brand Identity

Contact

THRO' Creative
contact

Based in Toronto, though distance is not always a barrier to collaboration…

If you are looking for help with an upcoming project, I would love to hear about it. Please send me an email at warren@throcreative.com.

Water & Wine

  • Logo Design
  • Illustration
  • Iconography
  • Web Design & Development

The BLOOM Centre provides tools to make it easier for industry to adopt sustainable improvements. Thro' Creative worked with BLOOM to develop their Water & Wine initiative, an online platform designed to meet the water needs of winemakers. The platform won a 2015 Water's Next award for its innovative approach to sustainable water management.

Water and Wine Logo

Logo Design

The Water & Wine logo is is bold, straightforward and confident. For the wordmark, Rockwell Extra Bold was chosen for its strength and consistency with BLOOM branding.

Technical Illustration

To help visualize different processes of a winery, Thro' developed detailed isometric diagrams for use throughout the Water & Wine website. On the site, images are overlaid with hotspot tooltips and links to more information.

Iconography

The educational component of Water & Wine is comprised of six modules. Thro' developed a set of module icons and colour palette, which are used throughout the website to aid in navigation and consistency.

Water and Wine Icons

Web Design and Development

The online platform is built on WordPress, utilizing a third-party theme, which we customized specifically for Water & Wine. The website is responsive, and can be viewed comfortably on all screen sizes.

waterandwine.ca

PMI

  • Logo Redesign
  • Branding
  • Layout
  • Web Design

Patent Monetization Inc. specializes in assisting companies and individual inventors with monetizing their intellectual property. PMI hired Thro' Creative to help them refresh their brand, develop marketing material, and launch a new website.

PMI Logos

Logo Redesign

PMI liked the overall concept of their existing logo, but was open to exploring options that could enhance recognition in their industry. Thro' maintained the existing approach, with the adjoining P–M–i. The redesign is based on a bolder slab serif typeface, with the characters tighter together, and a subtler gap between P and M. The result is a strong, formal and authoritative presence.

PMI Logo
PMI Logo
PMI Logo

Branding

Business cards utilizing redesigned logo, new green and charcoal colour palette, and Adelle typeface extended to copy.

PMI Business Cards
PMI Brochure Page

Layout

Layout and illustration for PMI's Fractional CIPO white paper.

PMI Brochure Cover
PMI Brochure Spread

Web Design

Responsive WordPress website, implemented with third-party theme, customized for PMI.

patentmon.com

Provision Coalition

  • Logo Design
  • Event Branding

Provision Coalition provides leadership, advocacy, tools and resources to create economic, environmental and social value for the food and beverage manufacturing sector. Provision Coalition hired Thro' Creative to develop a logo for branding their industry events, and a visual theme for their 2015 Industry Forum.

Processing Food Sustainably Logo

Logo Design

Designed for Provision Coalition to brand all of their industry events under the umbrella "Processing Food Sustainably", this bold and classic stamp-style logo stands beside and compliments other visual themes, without being distracting.

Processing Food Sustainably Logo

Conference Theme

Provision Coalition's "Radical Transparency: Ready or Not?" conference was about meeting the growing demand for business transparency and operational accountability. Thro' illustrated a visual theme that represents the lifting of the veil on corporate data.

Radical Transparency Conference Theme

EVENT BRANDING

The Radical Transparency visual theme and stamp logo together on large format on-site signage.

Radical Transparency Conference Banner

Avantone BG–1
Microphone

  • Technical Illustration
  • Magazine Ad

Avantone manufactures high-quality professional studio microphones, bridging modern audio technology with retro-style design.

(professional development project)

mic

Technical Illustration

A vibrant, photo-realistic vector illustration of the Avantone BV-1 microphone. Line art and full colour rendering.

mic

MAGAZINE AD

Infinitely scaleable, the illustration can be placed on any background, at any size, for web or print marketing and advertising.

Parapale

  • Illustration
  • Mechanicals
  • Package Art Production
  • Prototype

Brewery Paracosm produces a variety of exciting beers to meet the growing interest among beer drinkers for more complex flavour profiles. Thro’ Creative developed packaging for the flagship beer, Parapale.

(professional development project)

Parapale Sell Face

Illustration

Colour palette that accurately represents the beer style; large block typography on sellface to create bold impression, contrasted with flowing movement of hop-barley serpent.

Layout and Mechanicals

Package design in 6-pack retail format. Production art and mechanicals adhere to print packaging requirements, and are Ontario alcohol packaging compliant.

Parapale Mechanicals

Prototype

Constructed and documented physical prototype.

SIGNS

  • Illustration
  • Retouching

Vintage minimalist movie poster design for M. Night Shyamalan's "Signs", aka the most fun project ever.

(professional development project)

Signs Illustrations

Illustration

Vector illustrations referencing the film, form the main features of the poster.

RETOUCHING

Vector illustrations are brought into Photoshop and retouched together with other image assets to create the vintage grunge.

Signs Vintage Minimalist Movie Poster

in'finiti

  • Photo Retouching
  • 3-ad Campaign

A 3-ad reveal campaign for In’finiti Fermentation & Distillation, a 100-seat restaurant/brewery/distillery in Portland, Maine. The campaign focuses on the beer and brewing aspects.

(professional development project; In'finiti has since rebranded to Liquid Riot Bottling Co.; original photos by Peter Bissell photography)

Photo Retouching

Utilized and retouched high quality, artistic images from the brewery, drawing focus to Infiniti's rustic elegance and delicious beer.

in'finiti ad 2 original
in'finiti ad 2 original
in'finiti ad 3 original
in'finiti ad 3 original
in'finiti 3 ads text

3–ad Campaign

Three magazine ads that reflect In’finiti’s brand attributes and personality, while drawing attention to their product.

in'finiti ad 1
in'finiti ad 2
in'finiti ad 3

PANTHERCHAM

  • 6-panel Digipak w/ O‑card
  • Retouching
  • Art Production
  • Prototype

CD artwork and packaging for Toronto post-rock band Panthercham.

(professional development project)

Image Retouching

The image "tiles" used for this project have a worn quality, partially by design and partially from exposure to the elements. The adjusted levels, saturation and masking, enhances this worn grunge effect.

Art Production

Six different tile images form the basis of the design. Printed on both sides, the O‑card provides another level of quality and robustness to the package.

Panthercham 6-panel Layout
Panthercham CD Label
Panthercham O-card

Prototype

Physical prototype and documentation of the 6‑panel digipak, cd label, and O‑card.

Forest Hill Medical Centre

  • Logo Design
  • Brand Identity

Logo design and pre-press production of stationery for Forest Hill Medical Centre, a new multi-disciplinary medical group.

(professional development project)

Forest Hill Logo

Logo Design

Exaggerated ascender on the f, with same reflected on the t, creates a subtle stethoscope visual, leading to the dot of the i. Precise, subtle detail with calm colour palette exudes professionalism, cleanliness and practicality.

Forest Hill Logo

Brand Identity

Consistent and minimalist business cards and stationery reinforces brand integrity.

Forest Hill Business Cards
Forest Hill Business Cards
Forest Hill Letterhead Envelope

CORPORATE FOLDER

Branding extended to corporate pocket folder. Folder tab enables usability as a file folder, practical for filing important medical records.

Forest Hill Folder Mechanicals
Forest Hill Presentation Folder
Forest Hill Folder Mechanicals