Eight Forty

 

 

Client

Worsely Urban

 

Discipline

Residential Real Estate

 

Location

Toronto, Ontario

 

Architect

RAW

 

Interior Design

U31

 

eightforty.ca

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.

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The creative direction was inspired by the neighbourhood’s character and influence on the resident’s experience. The interaction with the local retailers, restaurants and public amenities, would play into how the existing cultural identity would develop over time. The visual language took on a typographic approach, and worked simultaneously with the messaging to inspire a more open and assertive sense of character and individuality.

The identity needed to feel both identifiable and grounded in nature, using a condensed sans serif for the wordmark complemented the bold, and structured aesthetic of the residence, and encouraged the intended positioning of the brand system. The palette selected was a choice of beige to reflect the urban feel of the neighbourhood, and a navy blue to create a sense of versatility and contrast.

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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.

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.

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