In a residential market defined by repetition, Insoho Developments set out to create something more restrained and more enduring. The Winston is a boutique collection of detached homes and townhomes in North York, designed to elevate contemporary living without overpowering its surroundings.
The challenge was to introduce a limited-scale community in a cooling market without relying on spectacle or short-term tactics. The opportunity lay in confidence, positioning the project as desirable because of its discretion, architectural integrity, and neighbourhood fit.
52 Pick-up partnered with Insoho to lead brand strategy and marketing, collaborating closely with U31, RAW Design, and Baker Real Estate to align urban design, architecture, branding, and sales.
The strategy centred on intentional understatement. Rather than chase trends, the team focused on clarity and longevity, creating a brand designed to feel credible at launch and relevant well beyond it.
The name The Winston Collection communicates permanence and trust. The identity draws directly from the architecture through a refined colour palette, subtle detailing, and buyer-focused photography, expressing practical luxury that is considered, livable, and authentic.
Executed across marketing collateral, digital media, out-of-home placements, and the presentation gallery, the brand delivered a cohesive buyer experience at every touchpoint.
The project was recognized with two Silver Awards at The Nationals, winning in both Community Brochure and Presentation Gallery categories.
In an otherwise soft market, The Winston stood out by doing less and doing it better.
