Designing for Wine Country

January 6, 2015

Our esteemed designer Jess Keefer recently completed the CD-DVD-Booklet for Bill Russell’s Wine Country Tales.


Reactor’s new location.

May 5, 2014

After 32 years at 51 Camden Street, Reactor has moved to a new location at 340 Westmoreland Avenue North on the corner of Geary Avenue and Westmoreland Avenue North just north of Dupont. The telephone number is the same and the coffee is always fresh. We are here, it’s business as usual, so drop on by!


A Building of Many Things

April 8, 2014



Reactor Crew, Toronto Island 1989

December 5, 2013


Français by Alain Pilon

November 25, 2013


Halloween 1997

October 31, 2013

Back in the day, one Halloween Eve, the Reactorites were at the launch of Canada Post’s Halloween 1997 stamps. Louis Fishauf was the series art director and designer. Jamie Bennett, Simon Ng, Tom Hunt and Blair Drawson created art for the Werewolf, the Goblin, the Ghost and Dracula. City TV attended the launch of The Haunted Stamp collection at Reactor’s studio and featured an interview with Louis and a representative from Canada Post. The project included the four stamps, a first day cover featuring glow-in-the-dark illustrations by Jamie Bennett, and Haunted House commemorative packaging.


Clayton Hanmer, Reactor and Marshall Homes

October 29, 2013

Over the years, working with Paul Grissom of Grissom and Friends as creative director, and Steve Dunk as designer, the Reactor artists have created a lot of illustrations for Craig Marshall’s real estate developments. Here is some of Clayton Hanmer’s work on the current Marshall Homes web site. In the builder’s history section of the site, Steve decided to use a technique called parallel scrolling to combine photographs of the homes with illustrations to highlight the various neighbourhoods that Marshall Homes has built.


Download An Odd Sea

October 7, 2013

Written and illustrated by Blair Drawson and published by Reactor, the EPub book, An Odd Sea is available on Apple’s iTune Store in the iBook classics section.


An Odd Sea is a liberty-taking retelling of Homer’s classic. Blair turns a satirical eye on war, sex, identity, technology, misbehaving youth, and the follies of all-powerful gods. The novel is liberally illustrated throughout with Blair’s powerful images.


The Coming End Of BBQ Season

September 6, 2013


Meatscape, a new painting by Alena Skarina

Happy Birthday Roots!

August 10, 2013

Roots Athletics_blog

On August 15th, 2013, Roots celebrates the 40th anniversary of the store and the brand.

For four formative years in the mid-1980s, as creative director at Reactor Art + Design, I worked closely with Roots founders Michael Budman and Don Green, directing all the company’s visual branding including advertising, brochures, in-store signage, apparel graphics and the creation of several private-label brands. I have many fond memories of the regular Friday afternoon “creative” sessions that Michael, Don, Bill Grigsby and I had in the back alcove of my office at Reactor.

Primarily a footwear and leather-goods retailer when we first began working with them, Michael and Don recognized the need for Roots to expand its product offering, and saw athletic wear as a perfect entrée into the apparel market. To brand this new venture, I appropriated Heather Cooper’s beaver from the original Roots logo, and added the varsity-style typography. This logo design, still in use today, has been printed on [probably] millions of tee shirts and sweatshirts, and has become a Canadian icon. The phenomenal success of Roots Athletics helped propel Roots out of its footwear niche and set the stage for its subsequent success in the larger apparel market.

Below are assorted logos and hangtags we designed for some of Roots’ private-label brands.

- Louis Fishauf

Roots stuff_blog