I propose for Toronto’s Waterfront Business Improvement Area (WBIA) a banner design that embodies a vibrant yet inviting aesthetic for "Welcome to the #TOwaterfront." The design features a flowing script that evokes refreshment and joy, a striking white lettering set against a vivid cyan blue background, creating a high-contrast visual appeal that ensures legibility from a distance.

Unlike most Toronto BIAs, The Waterfront BIA is both a full-service residential area and a tourist destination, ranking second in every major tourist category – domestic and international, pleasure and business, first-time and repeat. Through marketing and promotion, special events, streetscape enhancement, strategic planning and advocacy initiatives, the WBIA continues to secure its position as one of Toronto’s premier destinations.

Annual programs include the Waterfront Artisan Market, Redpath Waterfront Festival, Waterfront Singing Ambassadors and Ice Breakers produced by Winter Stations.