Fred Victor


Over the course of its long, rich and evolving history, Fred Victor could never quite escape the perception that they were solely the local Men’s Mission at the corner of Jarvis and Queen. Not any more. Over a decade ago, we teamed with Fred Victor to entirely re-invent their brand. The new look was a better reflection of the people they served, the expansive services they offered and their wide reach across the city. Armed with a new meaningful logo and a wealth of branded material that spoke volumes about their programs, this extraordinary organization was well positioned to grow exponentially. This is precisely what they have done, and we’re proud to continue to play a role in Fred Victor’s unparalleled efforts supporting adults with mental health, house and employment hurdles in our city.


  • Brand Transformation
  • Visual Identities
  • Naming & Taglines
  • Website Design
  • Reports
  • Event Collateral
  • Environmental


Animation of rotating banners on Fred Victor's landing page

“I swear you’re geniuses. I know no other designers who press on, think through with such clarity, and then come up with something that works so well.”

Carol Watson

Manager of Communications and Fundraising, Fred Victor

Close up features of Fred Victor's website design
Three mobile screens showing various pages of Fred Victor's website design
Mosiac of secondary pages from Fred Victor's website
Cover designs for Fred Victor's 2018 Annual Report
Interior spread designs for Fred Victor's 2018 annual report
We acknowledge the land that Gravity meets on is the traditional territory of many nations including the Mississaugas of the Credit, the Anishnabeg, the Chippewa, the Haudenosaunee and the Wendat peoples and is now home to many diverse First Nations, Inuit and Métis peoples. We also acknowledge that Toronto is covered by Treaty 13 with the Mississaugas of the Credit.