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
Background
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.
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.
Charting a Course
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.
Arriving at the Destination
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.
