Bringing Parkyard Living to Life
Our client TAS was first in King West, first in Kingston Road Village, first in The Junction and now they have brought their unique approach to city shaping to Keele Street at Downsview Park.
The USP for this project is undoubtedly its connection to Downsview Park and a myriad of trails that run through the ravine behind the building and connect walkers, hikers, runners and bikers to a massive trail system that runs from the lake to the northern reaches of the GTA.
We created a brand for The Keeley that is youthful, fresh and family-oriented and included the unique tagline “Parkyard Living” – elaborating on the idea of a “frontyard”, a “backyard” and now a “parkyard” to position the project as an opportunity to live surrounded by nature and all of the advantages of having a massive Urban Park right across the street. Our wordmark is simple, easy to read in a recognizable serif font with generous kerning meant to communicate clearly.
We commissioned a series of animated illustrations portraying all of the activities one can enjoy in this one-of-a-kind location and we used these illustrations in our brochure, signage and sales centre. We also utilized extraordinary renderings to highlight the exceptional product, amenities and building.
A specific challenge for this project was to bring the story of growth and new opportunity in the neighbourhood to life, positioning the project as a true investment opportunity with one of the lowest PSF cost in the city of Toronto. We included in the brochure a 4-page spread of infographics, outlining projected growth in the neighbourhood, which the sales team uses as a major talking point for the project.
Our branding for The Keeley has impacted positively on the neighbourhood – uplifting it from a somewhat tired and unexciting community to one that has a lot to offer to both end users and investors. The project sold out its first phase in record time.