The Downtown Brampton BIA promotes the commercial area as a vibrant business and shopping district. Through promotional activities such as special events, advertising, and beautification programs, the BIA aims to keep the area foremost in the public mind as an attractive, pleasant place to shop, to be entertained, to work, and to live. The newly reinstated BIA needed a modern identity that would turn heads as far away as Toronto and the rest of the GTA. In phase one of the new brand, Baseforme delivered on a strategy to reflect the downtown without over-promising the experience. Phase two was to engage with the growing millenial population by building in a more dynamic persona.