101 ST. CLAIR AVE. W.

For this refined purpose built rental project in the heart of Toronto’s Midtown neighbourhood, we wanted to create a brand that would emote the sophistication of a luxury hotel. The result was branding with gold tones and contrasting serif and sans serif fonts to reinforce elegance and hierarchy. We applied the logo—a sleek leaf-like icon with characteristics of a building—in patterns throughout all collateral materials to tie everything together in a single and memorable graphic element.