Dream and Kilmer Group
Residential Real Estate
The naming process required certain constraints, in that the name ‘Canary’ needed to be part of the overall identity in order to maintain consistency throughout the Canary District brand. This directed the strategy to focus on the key elements at hand: the name needed to represent a community that is both inclusive as well as be authentic to its own identity.
We chose Commons, meaning ‘a shared space’, as the secondary name that would represent the large variety of offered amenities being implemented into the residence. From a shared work space, to a fully equipped fitness centre, and a playroom for children, the name fully embodies the essence of the residence.
The graphic language was developed to work within the concept of community and interactivity of the residents. Using shapes to represent the diversity of the community, this treatment was carried through into the identity. The wordmark created reflects the graphic treatment and concept of the overall branding.
The colour palette was selected to align with the existing colour profile that was used in previous projects. The primary colour fluorescent lime, was a strategic move and an unconventional choice for the real estate market. This approach leveraged the brand and was used to create a dynamic campaign that would entice potential buyers and elevate the neighbourhood.
The messaging ‘Made for you’ individualized the experience for the purchasers, allowing the audience to have the opportunity to have a curated experience within a communal brand.
Impressions on Facebook
1,200 to 4,431
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