Avalon Park + A3

Avalon Park is a parcel within the master plan of Vancouver’s River District area.

The brief was to create a parent brand for Avalon Park and then child brands for the initial two buildings, known as Avalon 1 and Avalon 2.

As the architecture reflected the ethos of Scandinavian design, we continued with the same theme with the creative design of the brand. Scandinavian design is characterized by simplicity, minimalism and functionality that emerged in Nordic countries in the 1950s. We commenced by mood-boarding and understanding Scandinavian design, which included architecture, furniture and interior design as well as graphic design and typography. This set the foundation to create visual differences between the three brands.

Working with Frank Strategy, we created Avalon Park design to be the ‘liveliest’ whereas the content and design of Avalon1 was set to be more simple and understated. With Avalon 2 the building is more sophisticated with higher-end furnishings, so the brand became more upmarket and minimalistic too.

The project was really well received by the target audience. 52% of units sold in one week with 73% being sold in the first two weeks.

Project Deliverables: Creative Direction; Web Design; Touchscreen Design; Sales Office; Advertising; Hoarding and Signage; Three Brochures; Floor plans; Feature Sheet; Stationery; Registration Card.

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A3 is part of Avalon Park, a neighbourhood within the mass development of River District. Like the design for buildings A1 and A2, the architecture reflected the ethos of Scandinavian design, so we continued on the same theme with the creative design of the brand. That said, the client wanted to treat the marketing and design slightly differently for A3 as the building is more modern, expensive and sophisticated design; this resulted in a more modern graphic design approach. The brochure has been stripped back with lots of breathing room, asymmetric design layouts, clear foil embossing on the brochure cover, and so on.

Project Deliverables: Creative Direction; Web Design; Touchscreen Design; Advertising; Hoarding and Signage; Brochure; Floor Plans; Feature Sheet.