Our client was offering a new release of larger suites in a condominium building that had already gone to market under the name Blue Diamond. Our challenge was to create a fresh identity for this new collection of suites that incorporated hints of the original brand. As the building sits on the corner of Foxbar Road, our idea was to play upon the word ‘fox’ in a non-traditional way, creating a unique mark as a geometric and fragmented take on the traditional fox head. This accomplished two goals: a fresh, current and modern design that inserts a new ‘urban chic’ vibe into an evolving neighbourhood; and a design that honours the original Blue Diamond brand, as the new geometric fox looks like it was chiseled out of a diamond.