Overview
Real Estate // Identity, Motion & Video, UX/UI, OOH, Print
Brief
Y-Lofts is a heritage conversion: the 1896 Peterborough Family YMCA building, reimagined as upscale rental suites for Atria/PrismPM. The brand needed to hold two ideas at once, honouring a building with real history while selling a brand-new way to live in it, so the identity pulled the Y mark straight from the building's own architecture and paired it with a bold, confident red against black-and-white photography of the original brickwork. From there the work carried that identity across everything needed to fill the building fast: teaser and investor videos, a leasing website, a premium-print brochure, and OOH on-site and across the GTA.
Info
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Client
Atria/PrismPM
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Industry
Real Estate
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Scope
Omni-Channel
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Role
Creative Director + Design
Identity
Motion & Video
UX/UI
OOH
Summary
Preserving the Past, Selling the Future
Y-Lofts had a story most new developments don't get to tell: a real building, with real history, becoming something new. The brand leaned into that instead of hiding it, an identity pulled from the building's own architecture, paired with bold colour and confident typography to signal that this wasn't just another rental listing.
From there the work carried that identity everywhere it needed to go to fill the building: teaser and investor videos, a leasing website, a premium print brochure, and OOH on-site and across the GTA, all speaking with the same voice.
* Some of these designs are client concepts only, and may or may not have been included in final production.
