Designed to celebrate the vitality and heritage of Toronto’s hippest neighbourhood, Craft is seamlessly woven into the urban fabric of the city, tying together fine craftsmanship and exquisite details with the unique urban vibe of The Junction.

We started our journey with our client Gairloch to create a brand befitting their unique approach to development. Gairloch doesn’t follow prescribed formulas. They produce fine homes that go well beyond four walls to the surrounding streets and communities. The result is ‘living places’, that truly feels like home.

Our first step in creating a marketing and branding plan for Gairloch’s project at 3200 Dundas Street West, was to identify the very specific target market for this building. We isolated two primary groups – End Users (People seeking a new home in the neighbourhood; attracted to the Junction West vibe, the intimacy of the building and the opportunity to grow their investment), and Investors/Brokers, (Local and international investors looking for an investment in the Toronto market) with a tertiary group including Industry Professionals (Real estate agents, politicians, planners, developers, interior designers, and architects alike. This audience is a large part of the word of mouth that helps generate interest and action).

As in all our initial Discoveries, we provided a Competitive Analysis, Situation Analysis, and SWOT Analysis, leading to three Positioning Pillars:
1. Desirability
2. Design-Led
3. Authentic

We determined that what ties the Junction experience together is its sense of “craft” – of unique shops and restaurants, breweries, galleries, and curators of all things creative.

What better name for our project than CRAFT – it is chic, sophisticated, and engaging, providing a brand essence that’s right on! We then proceeded to create the visual brand and all the collateral material for a pre-launch campaign with the goal of compiling a robust list of qualified registrants.

Craft has been successfully launched to brokers and insiders, with numerous deals accepted. More than 700 registrants have been added to the database, majority of which are end users.