Changing the Culture to Raise the Real Estate Value of a Toronto Neighborhood

Changing the Culture to Raise the Real Estate Value of a Toronto Neighborhood

The Situation

When Slate Asset Management acquired GE’s Canadian Real Estate Portfolio it included a unique opportunity at the intersection and community surrounding Yonge St. and St. Clair Avenue in Toronto. Slate now not only acquired all four corners which included office buildings, a retail portfolio and developable land, they also acquired an opportunity to redefine an entire neighbourhood that had be neglected for decades.

The Task

Blackjet was brought on to establish a positioning platform, placemaking strategy and identity for the community brand. The area was already home to some of the most influential people in the country – CEOs, captains of industry, celebrities and athletes, and although it’s among the most desirable residential neighbourhoods in Toronto, it was at that time not a desirable destination for entertainment or work. The goal was to attract area residents back to their neighbourhood to live and play.

The Action

Our strategic platform was built on the idea of bringing current residents back to their own neighbourhood. Because of their notoriety, we believed they would create a ripple effect of influence.

The branding we developed is vibrant to signify change but retained an all-important air of sophistication. The ‘+’ symbol is used as a graphic treatment not only to signify the intersection but that everything is improving.

Internationally renowned street artist Phlegm was brought in to kick off the branding with a 10-storey mural. A PR campaign generated local and international attention from design blogs, architectural magazines and mainstream publications. In order to generate further public conversation, a robust content strategy was executed, centred around a blog-based website that features news content from the area, local business profiles and leasing information.

The Result

Since Yonge + St. Clair’s rebrand, exciting new retail and dining tenants have taken up residence, office buildings have been revitalized and the area is on its way to reestablishing itself as a destination in the city.