Rebrand Concepts for an environmental learning program and series of workshops based in the Jane & Finch community! 


Through our design-driven environmental learning programs, we strive to uncover and grow the potential in all of us to transform the way we treat each other and the planet. We offer opportunities for youth and other community members to build their skills in collaboration and creativity, take leadership on neighbourhood action projects, and create pathways to employment or social entrepreneurship.

This spring, we will start construction on our Centre for Green Change – a new hub for community design and environmental action for the Jane-Finch area. In anticipation of its completion, we are opening a Green Change Pop-Up space onsite to host programs, events, and conversations with the community.


Feedback? Concerns? Favourite?

Tweet us @OurGreenChange or comment below! 

“Ocean Grown” OR “Original Gangster”?
There is a lot of debate over where this acronym came from. Some believe OG means “Ocean Grown”, while others think it is an abbreviation of “Original Gangster”. According to the Dutch seed bank DNA Genetics (which sells this strain) the latter term was invented in the 90’s, when the members of the Californian rap group Cypress Hill inserted it into one of their songs, referring to the term ‘original gangsta’, meaning someone who climbed through the ranks as a cannabis grower/dealer until becoming a “boss”.
What do you think?
Ocean Grown or Original Gangster?

Objectives, Barriers, & Benefits

What are the objectives of the identity for the Green Change Project?

Why the heck do we bother with branding and graphic design?

  • Connect different initiatives to larger overlying vision
  • Communicate that sustainability and going green is much larger than “nature.” It’s much more about planting trees. It is also about social justice and economic issues. It is about people – taking individual actions in how they live that minimize impact and waste on our environment. Your choices matter!
  • Communicate that Green Change connects to social and larger issues, city services, and recreation services.
  • Get community buy-in in ownership (this is your community! care about what’s happening!), participation (get involved!)
  • Communicate that Green Change is moving forward towards a community work approach that is inclusive! Beyond the traditional! We are fun and different!
  • Raise awareness and bring up dialogue about environmental good and sustainability, what does that mean for the community?
  • Actually define vision of Green Change and make it clear to the community so that people will be willing to buy-in, participate, and engage! 
  • Have communication be inclusive to our DIVERSE and VIBRANT community members, our partners, other agencies, internal staff at Jane & Finch community center, our funders (Ontario Trillium Foundation, Livegreen…).
  • Communicate that we are accountable to our funders and partners! We are making impact!

What are the barriers for the communication of the Green Change Project?

To other community initiatives and funders:

  • We can come off too naive! Where does the dialogue about Green Change and sustainability come in within an area that is dealing with “more pressing issues” of personal safety and poverty? But don’t it all interrelate? How does it connect to one another? How can we relate the Green Change Project to the larger picture? What kind of approach can we take in communicating an environmental project within the context of a marginalized community? THOUGHTS? Comment below!

To community members

  • We can come off as irrelevant when there are “more important things” to attend to! What are these “important things”? Can Green Change address that with sustainability in mind?

What are the benefits for the communication of the Green Change Project?

  • Something new
  • Something fun
  • A safe and supportive space where you are included and you can make friends and get to know your community!
  • Contributing to community (increase liveability through art and creations!)
  • More work/education opportunities through learning practical skills
  • Building up self
  • Building up community

York U Career Research
  • Do you know what options are available to you for your career? - Green Change Project offers cool and fun things for you to learn, practical skills and ways of thinking that you’ll find very useful in jobs and at school!
  • An interviewee said: “We get funding but it is like they fund us like for normal stuff, like the typical stuff, like because we are from here, we have to go to a basketball game, and stuff like that, like we were talking about it, and we were like, we want to go to like an art gallery, something new, like, even stuff like that.”

Green Change Project is something new and different! Support us so we can keep on delivering furniture-making workshops and other ones TBA!

Stalked people on Twitter #janeandfinch

Here’s what residents have to say about the community. Is your tweet here? Do you have anything else to add? Do you agree/disagree?

Have your say! We won’t have to stalk people anymore with your participation!



Jane and finch is NOTHING like the way it used to be. Only the people who live here would know that.

I hate when people always use Jane and finch as an example if violence….shits old news there’s other violent places



Toronto, my home. Jane and Finch, my block.

Of course the traffic lights wouldn’t be working at Jane and Finch.



Every time I’m around Jane and Finch, forever seeing mandems with their pants to the floor talking bout sagging smh


There are more people in the drive thru lineup for McDonalds at Jane and Finch than at the Keyshia Cole concert.

Dufferin Mainshas - Proud of cultural restaurants in the area

You know it’s Tuesday when all you smell in Jane and finch is KFC #Truth



The carnival is at Jane and finch mall, you know what that means, rain is coming LOOOL #fact

When the carnival in the Jane and Finch mall parking lot comes out, you know the weathers getting gooood. #springshere #ghettotings

Jane and Finch Amusement Park …. The hood’s Wonderland. 



SWOT Analysis

I wanted to know what are the strengths and weaknesses of the Jane & Finch community, as well as the opportunities and threats. This is called a SWOT Analysis and helps me to begin to understand the community more.


I researched a bit on The Toronto Star in the articles:

Do you agree with what the media says about your community? Have your say!

  • Build on the fact that Jane & Finch is a neighbourhood of proud citizens, many fiercely protective of the few positive attributes — green space, many schools, shopping, and a vibrancy not always found in suburban communities.
  • “All of us helped make Jane-Finch what it has become,” James says. “All of us have a role in ameliorating the disadvantages.”
  • Jane & Finch as a neighbourhood – with collective action it is possible to achieve great things.
  • “He always felt like he wanted to be a part of something special,” McFarlane said. “I think he was more so on the team just for that experience than actually playing basketball.”
  • Change is possible
  • With community action we can create a Jane & Finch that you’ll be even more proud of. (Show the media what’s what!) 
  • Identified “better relationships with the police and better opportunities for youth” as a want


What’s your opinion on people’s perception of Jane and Finch? What do you feel about the violence? Do you agree that it is there in J&F, does the media blow things out of proportion? Have your say!

  • “Me and my sister were at the store in 2007 and we saw a man shooting a gun so we ran home. We were scared,” said the Grade 5 student at Topcliff Public School, who joined the Hammer Band last year.   
  • “So in Grade 5, some of these children have first-hand knowledge of violence.”
  • Why do young people seek to go into situations where they’re called gangs? It’s because they’re excluded in other places, so they find solace in being together.
  • Edwards is also worried the mould that grows out of the fan above her stove will harm the health of her young sons. She was once trapped in a broken elevator for 20 minutes on the way down from her 14th floor apartment.
How does your landlord treat you? Are you comfortable in your own home? Have your say!