Developer Worsley Urban approached us to produce a brand system for a residence in the St. Clair West neighbourhood. St. Clair is among Toronto’s more defined and emerging neighbourhoods, rich in culture and designed for urban family-living.
There are many benefits to living in this neighbourhood for growing families who still want to live in a mid-downtown location. The building is situated on a major transit line and is extremely accessible. These components became a key factor in how we approached the overall strategy. The neighbourhood was in a position of transition and growth, however there was still room to create an identity that residents could identify with, as well as act as a representative for their developing neighbourhood culture.
The messaging played a major role in this project, it created a language that spoke to the character of the neighbourhood, and had become a key element in the brand positioning.
‘Lock it down, and you’re in’ initiated a confident and distinct narrative to the marketing that allowed the brand to emerge with a confident edge.