Toast is a new event production company, based on the South Coast of England. After being involved with event production all over the world, founder Justin Litten decided to put his vast knowledge and experience into creating his own company – one that he could grow and creatively develop.
Toast needed to communicate their capabilities clearly, with three additional criteria: they wanted to stay local; they wanted to attract small, first-time clients; and they were unable to use photos from previous events, due to copyright reasons.

To vividly showcase their capabilities I made a little ‘toast island’: a place where anything was possible, and everything was planned, down to the smallest detail.

The illustration style I used, isometric pixel art, is the language of management simulation games; designed to communicate both the company’s detail-oriented nature and to make the process of working with them seem approachable and customisable. Management simulation games—games like Rollercoaster Tycoon, Project Hospital, and Habbo Hotel—all allow the user to have huge freedom and total control: a feeling I wanted to evoke within potential clients.

To make the name more memorable, and to connect it more fully to the services offered, I reiterated it time and again; all while filling the world with toast imagery: as street art, on screens, and written in illuminated signs. To make the brand impression more long-lasting I made sure it was consistent across the whole client timespan: from promotional animations of events being set-up, to a suite of custom WhatsApp stickers for day-to-day communication, to commemorative swag—case stickers and crew shirts—good enough that people would actually want to keep them.

This design style allows even the most mundane aspects of event production—aspects such as hiring forklift trucks or the placement of portable toilets—to be beautifully visual and distinctly part of the same brand.