Our second project with Vesterra Properties was a multi-phase 60 townhome development backing onto Tynehead Regional Park in Surrey, BC. The park boasts over 640 acres of lush greenery, paths, and biking trails making it the “ultimate backyard”. STUDEO were tasked with naming, building the brand story, branding and marketing the project over its sales lifecycle. Westwood was a name we kicked around early on and it struck a chord with the developers. “Immersed In Nature” and “A Breath of Fresh Air” were used interchangeably as taglines to portray the backdrop of giant old growth trees.

The brand story spoke to the young professionals and young families we were trying to attract by playing on the lifestyle Tynehead Park provides and the amenities in the immediate vicinity. The work life balance is what we pushed, and once written it became the backbone of most of our communications. The brand palette was inspired by the canopy of the park; natural hues of greens and browns, juxtaposed with some brighter accents to be used for attention. The logotype is set in an inline slab serif, reminiscent of hand pressed type to keep with the theme of nature and being able to touch it.This was paired with a modern sans to push that upscale, haute couture appeal of brands such as Prada or Hermes. Secondary graphic elements were developed from the glyphs of the font set, used as overlays in large areas of space. Our team art directed the pre construction visuals to be used in all our materials, working closely with our good friends over at Suburbia, an award winning architectural visualization studio. The photorealistic style really brought Vesterra’s vision to life. The brochure provided a tactile experience; printed in large format on a four color press, the brochure was finished with a thick uncoated paper stock with a beautiful green foil blocking on the logo. Other brand materials included a website, branded floor plans and site signage with a large 3D logo.

The first two phases of this development have sold out before construction had been completed, the final phase is going on sale currently. Our team is presently planning a presentation center to aid the final sales of this final phase as the housing market slows down. Watch this space for updates.