For this project we were asked to create a brand and some marketing material to promote a new condo development on Queen Street West in Toronto. The target consumer for this development was young creative professionals. Since I was not familiar with the Queen Street West area, it was important for me to do some research on the area to better understand what a suitable brand would look like. I learned that it was an upbeat, eclectic and creative hub in Toronto. The brand identity I developed has a sharp angled line that it meant to reflect the two-sided nature of the area – professional by day and exciting by night.  The angle cut in the identity was carried through in the treatment of the images, along with a duotone on one side to reflect the dual-identity of the area.

This assignment taught me the value of building a brand that would be a good reflection of the client and be well received by the consumer.