To brand a new residential development near North Vancouver’s Marine Drive, communicate a strong sense of place, appeal to locals and past residents of the North Shore, and drive sales.
Common wisdom was that, because the location wasn’t near the Quay or Park Royal (both busy transportation and shopping hubs), we were at a geographical disadvantage. However, because we were in between these two locations – with quick access to either – and because of the ever-changing developments around us in their own right, we were in fact, at the centre of it all. Leveraging this, we referenced the nearby unique 5 street intersection with 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.
Graphic elements built on this crossroads centrality theme, with communication tools reiterating the theme (top 5 reasons to live here, top 5 amenities, shopping and services within 5 minutes, etc).
After pre-sales, there were 34 prospective buyers registered for each available unit. Upon release, the entire development sold out months ahead of projections.
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