Portrait of Tosin Oshinowo. Image provided by BAIDA.
Black Architects and Interior Designers Association (BAIDA), is a not-for-profit organization advocating for Black representation in Canadian Architecture & Interior Design. As a growing organization, BAIDA was looking to bring clarity and consistency to their internal and external messaging and a new visual identity to better reflect their organization.
From our very first conversations, ‘connection’ was a driving principle for BAIDA as they co-create opportunities within the Architecture & Design community to connect, cultivate connections across the African Diaspora, and connect with the next generation through outreach, education, mentorship and programming. Using this principle of connection, we developed a logo by bringing shapes together that meet, fill and open spaces for cultivating expertise and building up Black Design futures. As a part of the design system, the intersections of the custom letterforms can be used as graphic crops to hold, highlight, and connect content.
Client
AWARDS
Type
TEAM
SERVICES
INDUSTRY
RGD Branding Awards 2023
Atyp Dislpay
Creative Director — Paddy Harrington

Associate Creative Director — Jessica Leong
Senior Designer & Project Lead — Sarah Paul
Designers — Adélie Touraille, Deborah Khodanovich
Project Manager — Hannah Vance, Maddie Cochran
Brand Strategy, Branded Templates, Visual Identity, Website
Architecture & Design, Not-for-profit
Black Architects & Interior Designers Association
Virtual working session with the BAIDA team.
PROCESS Virtual working session with the BAIDA team.
Designer Adélie Tourailler takes in the work of photographer Jorian Charlton on a field trip with the visual identity team to the Out of Many exhibit at the AGO.
PROCESS Field trip with the visual identity team to the Jorian Charlton: Out of Many exhibit at the AGO.
BAIDA Custom letterforms explored to develop the logo.
PROCESS Custom letterforms explored to develop the logo.
Mustard yellow hoodie with BAIDA's logo.
BAIDA Business Cards
BAIDA enamel pins featuring BAIDA logo, icon, and graphic devices.
BAIDA Graphic Crops
As a part of the design system, the connection points and curves of the logo are used as graphic crops to hold, highlight, and connect content.
BAIDA Tote
BAIDA Deck
As an organization, BAIDA is both highlighting and advocating to change the inequity experienced in the industry. Inspired by the work of sociologist W.E.B. DuBois, we developed a library of custom graphic devices designed to expand with the organization and ever changing data. Like the work of DuBois, these graphic devices help to visually display inequity in beautiful and stimulating forms to draw in and inform the viewer.
PROCESS Inspired by the work of W.E.B. Du Bois, the BAIDA brand comes with a range of base Graphic Devices. They are a striking visual support, expressing data and statistics relevant to Building Up Black Design Futures.
PROCESS Inspired by the work of W.E.B. Du Bois, the BAIDA brand comes with a range of base Graphic Devices. They are a striking visual support, expressing data and statistics relevant to Building Up Black Design Futures.
PROCESS Inspired by the work of W.E.B. Du Bois, the BAIDA brand comes with a range of base Graphic Devices. They are a striking visual support, expressing data and statistics relevant to Building Up Black Design Futures.
BAIDA Notebook and Pencil featuring graphic devices
BAIDA Exhibit featuring graphic devices
BAIDA T-Shirt featuring Graphic Devices
Our work with BAIDA culminated with a launch of the new visual identity as a part of DesignTO 2023. Frontier Founder and Creative Director, Paddy Harrington, and myself as Project Lead joined BAIDA founding members Farida Abu-Bakare and Shane Laptiste to share our work from strategy to brand roll out.
BAIDA Brand Launch & Panel Discussion in collaboration with Frontier. Photos by Shiraz Ali.
Let’s collaborate
Let’s collaborate

Next Project

Re-imagining A Gala For The Digital Experience

Re-imagining A Gala For The Digital Experience

IDENTITY, MOTION, DIGITAL

Portrait of Tosin Oshinowo. Image provided by BAIDA.

For collaboration inquiries: hello@sarahdpaul.com

© 2024 Sarah Paul

Thanks for stopping by!

Sarah is an ever-curious multidisciplinary designer with experience in branding, editorial, digital,and motion design. She believes that everyone has a story worth telling and through a collaborative process, helps to uncover and tell those stories through beautiful and thoughtful visual communication.

Originally from Trinidad and Tobago, Sarah immigrated to Toronto in 2006, where she studied inYork/Sheridan’s Bachelor of Design Program. Following her education, Sarah went on to lead the design and marketing for seven e-commerce companies at The Felt Store, explore design in the outdoor community through Red Tent Media, help redesign The Globe & Mail Style magazine, and tell BIG (Brave, Imaginative, and Guiding) stories with the good folks at Frontier.

Sarah is currently an independent designer and is available for collaboration. For portfolio and resume inquiries get in touch via email: hello@sarahdpaul.com

Back to the work!
BAIDA
AZURE Magazine
Dream
Hannah Traore Gallery
Honnold Foundation
HQ
YouTube
Verra
The Globe & Mail
The Bentway
Slate Asset Management
Noon & Night
Myseum
Interior Felt
Drake International
Diamond Schmitt Architects
Canadian National Exhibition
Daniels School of Architecture
Select Clients:
BAIDA
AZURE Magazine
Dream
Hannah Traore Gallery
Honnold Foundation
Drake International
Diamond Schmitt Architects
Canadian National Exhibition
Select Clients:
Daniels School of Architecture
HQ
YouTube
Verra
The Globe & Mail
The Bentway
Slate Asset Management
Noon & Night
Myseum
Interior Felt
Brand Architecture
Art Direction
Video & Motion Graphics
Visual Identity
Website Design
Naming
Editorial Design
Branded Templates
Brand Strategy
SERVICES: