DesignTO is a non-profit arts and culture organization that organizes the annual DesignTO Festival. Celebrating its 15th birthday in January 2025, it is Canada’s largest celebration of design, forming Toronto’s design week.
As an event focused on Design (with a capital D), DesignTO must be intentionally design focused. The design of the event and coordinating organization includes all the Design Impact Framework themes: Vision, Functionality, Brand, Environment, Health & Wellbeing.
Vision
DesignTO believes design can create a sustainable, just, and joyful world. It focuses on user-centered participation and brings people together with curated exhibitions and interactions selected with an inclusion and equity focus to reflect the diversity of Toronto. The event is organized and run primarily by volunteers. As a design- run and design-led organization, DesignTO is values driven to celebrate the city in an accessible way.
Functionality
DesignTO’s most recent iteration included over 500 designers presenting at over 100 different locations, including windows, storefronts and purpose-built installations. Venues cover expenses and are matched with designers. Almost everything is free (over 95%) with minimal charges in rare cases. The festival is focused on the general public but is a “Design Week run by Designers”
Brand
DesignTO’s brand is its lack of a specific brand. What started as a set of satellite shows as part of IDS (Interior Design Show) – the Toronto Design Off-Site Festival, evolved organically. It has always been a remote working organization with no permanent, leased space and limited cost structures and fixed costs. DesignTO’s brand is the unique combination of the branding for the City of Toronto with Design to promote Design in/of/for Toronto. While not branding in the traditional sense, the brand for DesignTO is still very intentionally crafted and considered and is a critical element of its overall success.
Environment
DesignTO takes the environment into consideration as part of its undertaking. Many exhibits are focused on environmental and sustainability issues, and all exhibitors are strongly encouraged to reduce waste. The festival does not offer branded or other merchandise which is often a source of waste. It relies on the website and electronic means for advertising, communications and calendar promotion. DesignTO also creates positive environmental impact by intentionally finding and using as venues existing space across the city that is currently unused.
Health & Wellbeing
DesignTO was virtual and remote before the pandemic. That continued through the pandemic and as many displays are in windows and storefronts, they could continue while allowing for safe viewing. While primarily a volunteer organization, DesignTO maintained a focus on mental health and wellbeing during covid and provided health benefits.
Overall Impact and Measurement
DesignTO generates approximately $40 million in total impact across Ontario from $5 million of in-kind contributions and an actual budget of $250,000. It undertakes audience and exhibitor surveys and completes an annual report that presents their performance metrics and impact.
DesignTO celebrates creativity and what design means. It is a movement that celebrates the transformative power of design by providing a platform to dive deep into design, engage with vibrant communities, and help reimagine tomorrow. The Design Impact Framework themes of Vision, Functionality, Brand, Environment, Health & Wellbeing help to reveal how even a design-focused organization and event benefits from and creates impact through careful design.
