You can’t look across the horizon in Vancouver without seeing a construction crane. Chances are, it’s for a residential condo. In the craneless gaps are opportunities; gentrifying interstitial spaces yet to come into their own, but emerging soon. You can tell because they are just off otherwise bustling commercial and residential areas, already well-serviced by transit and trendy, pioneering shops and restaurants that have quickly become destinations for those in the know. Midtown, is a 41 unit, mixed-use development about to emerge in just such an area.
With a previously invisible location in Mount Pleasant, Midtown is right between two established and desirable areas—Main and Fraser Streets—and along the busy Broadway corridor. It may have been overlooked by some in the past, but such a central urban area represents real community, authentic variety and is all about growth. Where once people drove by without a second glance, and few trickled on and off transit, we needed to make a statement about this place: A bright, bold mark on the map to call attention to it.
The result is an integration of the “M” from Midtown and a location pin. A simple, but effective statement. The wordmark is bold and friendly, just like the neighbourhood! Combined with a brand treatment featuring our own photographs and a map in dark grey tones, it really stands out.
To date, we’ve created site signage, stationery, preliminary teaser website, and a brochure.
Our role has also extended to helping reach the younger target audience of the area. Leveraging the concepts of emergence, connection and community, we are currently working on developing a unique and precedent-setting community partnership that will not only define the marketing concept, but also very likely be the tipping point for this location. Stay tuned.
Launch website: livingmidtown.com
More Case Studies
Who doesn't want to "live pleasant"? Crafting an illuminating brand for a Vancouver-based developer.
A sharp, credible brand for the future face of financial analytics software.
Making the connection between corporate growth and community engagement.
Taking curiosity to the next level: Generating community engagement and excitement for major civic infrastructure.
An architectural practice with an eye to the future, exploring an unconventional online experience and break from the constraints of conventional practice.
A new era: Marking the transition from their first 60 years to their next; a new brand strategy and identity brings balance to one of Vancouver’s oldest architecture firms.
A step ahead: Making an impact while maintaining a disruptive and design-driven brand.
Creating flow for the Columbia Basin Trust: Respecting a legacy treaty, and mapping out a brand new identity for the future of an integral regional organization.
More than a superficial look in the mirror—a new era for this top AEC firm brings new meaning to the word ‘better’.
From one to many: An architectural icon grows from a brand of one man to a mature and experienced design team.
From six to one: A brand new national architectural practice comes together from a collection of unique firms. It’s a substantial task, with significant potential.
Disruptive, designed, distinct. Building a solid brand for revolutionary commercial lighting technology.
A makeover for a highly successful 50 year old company adds mettle to metal—copper alloys to be precise.
Considered environments. Spaces revealed. Rebranding a top architectural firm.
Paving the way for a local success story to go from one backyard BobCat to major civil construction contractor.
A liberating identity for Canada's newest entrant into mobile phone services.
Renovate or rebuild was the question we considered in positioning these Calgary-based architects.
Re-engineering success. Opening new paths to the future for a mechanical engineering firm.
Asking the right question reveals innovative thinking for this engineering website redesign.
West End Living—Redefined. A boutique building offering lifestyle, comfort, & convenience for a modern lifestyle.
Repositioning an interior design firm as a collaborative business with years of experience & high professional standards.
The construction of a world-class signature building leads this Vancouver icon to a fresh, re-imagined website experience.
Turning a corner on real estate marketing and creating a new District in our very own neighbourhood.
Driven to succeed: Reinventing a forest products legacy into a high-demand, technology-focused renewable fuels dynasty.
Giving rise to a uniquely progressive and green-focused community on Burnaby Mountain.
Bringing brand flow and a new identity for a company that’s all about measuring and controlling flow.
Reviving a historic brand for a top collegiate athletic department brings on a win.
Many architects express thoughts & stories purely through the buildings they create. Not so here.
A leading architecture school gets a website bound to boost admissions.
It started with giving this law firm an actual name, not just a long list of partners' names.
A brand evolution leads to a website as unique as the buildings this architecture firm designs.
Re-engineering an engineering firm's website to better better reflect their mission and services.
From plastic boxes to technology solutions; increasing the marketing bandwidth of a manufacturing company to deliver a competitive edge in telecommunications.
A cute little Inuit character, a reindeer and a robot transform the holidays for this leading electronics retailer.
Global brand building by design. Shining the best light on luminaires targeted to architects and interior designers.
A connection to our past. Leveraging local history for an authentic pizza and old world Italian cuisine neighbourhood experience.
After launching this coffee company's new identity we take our morning coffee much more seriously.
Walking the fine line from grape to bottle. A talented couple take on the best of BC wine.
Rebel. Ignite. Commit. A fitness company starts over with a new strategy, brand, website and iPhone app
We ask ourselves, "What would Jesus do?" for this online social network site identity.
From deep space to exploring the potential, dreams, aspiration, creativity and imagination of an entertainment company.
Bringing a regional library system into the 21st century. Looking beyond books and exploring semaphores.
The latest in printing technology piggy backs on rock posters by legend Bob Masse.
The more we know, the better we eat. Merging technology with the sustainable farming methods of our past is our future.
‘In the Kitchen’ goes independent. Taking the Industrial Brand food blog to the next level.
Overcoming ubiquitous postal imagery and brand confusion with a little green ball.