The Block
Multifamily Development by Avi Urban
Avi Urban wanted a contemporary brand, and marketing collateral to tell Calgary's urban youth about the new multifamily development being built right in the centre of the action 17th avenue, aptly named 'The Block'. The project from the beginning was one of innovation, from a social courtyard patio within the building to the architecturally designed interior upgrades, the buyer even got to choose what colour their front door would be.
The Brand needed to reflect this character of a social, expressive, yet discerning individual. This was achieved through a strong multimedia marketing campaign which utilized block dwellers to express what their block was to them, pared with actual spec's and neighbourhood street montages. These characters appeared in traditional media, hoarding, interior graphics, as well as radio, this then carried into the web, and social media channels enabling a two way conversation with the audience.
In the role of Designer, I was part of the team that delivered this project while at Foundry Communications Inc.
