Family owned and operated, T.M. Crest Homes has been building homes since the 1980s. What came to be known as Imperial was their most ambitious project to date. 87 spacious, single family style townhomes, featuring up to 2,500 sq ft of smart living space, in the desirable Grandview Heights neighbourhood of South Surrey. Although this was their second multi-family development, they really wanted to set the standard in a saturated market. This includes everything from the brand to the townhomes themselves. With homes ranging from $800k-$980k the end product had to convey a premium/luxury look and feel that resonates with the homebuyers interested in the area.

At the outset, STUDEO Design wanted to find the essence of the project, a concept to lead communications and ultimately organizational decisions. Instead of discovering one for this particular project, we ended up finding one which echoes T.M. Crest Homes’ philosophy, “A Design For Life”. The principle is not just about building homes and communities that last, but about the grit and determination the founder possesses to build something from the ground up – supporting his family for generations and building a legacy. This statement would also lead the way for future developments.

The naming process began after this, with an emphasis on regal, luxury, and premium. The chosen name and logo revolves around a simple geometric crown emblem; a metaphor for the mountain view. A supporting pattern was developed to be used extensively throughout communications, as well as a comprehensive brand palette allowing for subtle changes when selling different phases of the project. The visual identity system delivered a superior experience that the intended audience appreciated. The development sold out at a faster pace than expected, highlighting a successful partnership between T.M. Crest Homes and STUDEO Design.