Queen & Ashbridge
The Idea
Research revealed two key audiences, Mindful Millennials and Almost Empty Nesters, and an insight that shaped the brand. We positioned Queen & Ashbridge as a beach escape within the city, creating brand identities for both the condos and purpose-built rentals, alongside communications, environmental design and placemaking.
Where the Audience is Headed
A
Buyers and renters want the best of city and beach living.
Our research identified Mindful Millennials and Almost Empty Nesters as key audiences. Both offered an opportunity to position the development around a more balanced urban lifestyle, combining the convenience of the city with the restorative appeal of the waterfront.
Where the Brand is Headed
B
From a large-scale development to a distinctive waterfront destination.
Queen & Ashbridge was a high-density residential project spanning an entire city block in a quiet, established Toronto waterfront neighbourhood. With local opposition to the development, the project needed a compelling identity and positioning that could appeal to residents and real estate investors alike.
Where Culture is Headed
C
Making room for nature in urban living.
As urban living evolves, access to outdoor space and a sense of escape remain important draws. Queen & Ashbridge offers a fresh perspective on high-density living, connecting urban convenience with the benefits of a waterfront setting.
THE Destination
D
A sold-out development that won over buyers and the local community.
1.
Sold out during the recessionary period of the pandemic.
2.
More than 3,000 attendees at a virtual launch event.
3.
Strong demand for the event crashed the system, while the campaign helped build public favour in the local community.
