Our client, Camrost Felcorp, wanted to develop an overall brand platform for a new master-planned community that could be seamlessly integrated into an established, affluent and historic Toronto neighbourhood. Our vision was to create an elegant brand that felt current and relevant while at the same time effortlessly incorporated into the neighbourhood’s existing aesthetic qualities. The logo and mark needed to embody a strong and traditional image, much like a historic stamp or seal. The end result is a brand that incorporates the clean simplicity and beauty of a white birch tree, while exuding the stature and strength of an established, trustworthy identity with the accessible elegance of a modern twist.