Branding an iconic new development for the North Shore.
The Challenge
A new residential development near North Vancouver’s Marine Drive required branding that would communicate a strong sense of place, appeal to locals and past residents of the North Shore, and drive sales.
The Solution
The development’s location wasn’t near the Quay or Park Royal (both busy transportation and shopping hubs), which some may have seen as a geographical disadvantage. However, being in between these two locations and surrounded by other new developments, it was, in fact, at the centre of it all. Leveraging this idea, we referenced the unique five-street intersection nearby in the name. “The Five Points” not only resonated with North Shore residents, but also activated the metaphor of being at the crossroads of everything you’re looking for. This crossroads centrality theme was used to build out the brand’s graphic elements and communications (top 5 reasons to live here, top 5 amenities, shopping and services within 5 minutes, etc.).
The Results
After pre-sales, 34 prospective buyers were registered for each available unit. Upon release, the entire development sold out—months ahead of projections.