Opportunity

The Grove is a new condo development in Ontario that needed a strong brand identity and digital presence to connect with the local community. Building plans, amenity details, and renderings were to ready to go, helping inform the visual direction and brand storytelling.

Approach

The branding needed to bridge functionality and identity, ensuring it could be seamlessly integrated into architectural finishes, interior design, and material choices throughout the development. For a condo building, these decisions would influence a wide range of physical architectural elements, from selecting paint colors and signage to designing the interior decor for spaces like the lobby. At the same time, the branding had to reflect the defining characteristics of the neighbourhood, such as its greenery and serene suburban atmosphere.

With plans for potential future expansions, the branding also required flexibility to adapt to projects like 'The Grove 2' while steering clear of clichéd imagery, such as tree symbols, to maintain a fresh and distinctive identity.

Outcomes

After exploring various Art Deco and geometric concepts, we settled on a design that seamlessly incorporates the building's curvature. This approach uses the 60-degree angle of the structure as a foundation for a striking two-point perspective. In its more defined form, it resembles a three-dimensional building, while in its softer form, it evokes the image of a leaf. Additionally, the 'G' from 'Grove' is subtly integrated on the left side.

brand system.

brand applications.

social media design.