To put it mildly, the upcoming Eglinton Crosstown LRT line is kind of a big deal. Line 5 will connect the city like never before, stimulating new development and revitalizing communities along its route. So when Reserve Properties, in partnership with Westdale Properties, came to Community to brand a new master-planned condominium community right in the centre of it at Yonge and Eglinton, we knew just what to do. Own it.
The dynamic brand takes ownership of the new line and celebrates the new centre of connected living. The visual narrative of the brand was inspired by a quote from artist Paul Klee that states “a line is a dot that went for a walk”, with the dot representing the central location of the project and the lines signifying the many directions residents can take to explore the city. A unique video and advertising campaign demonstrated the value of a good storyline, one that carries you away and leaves you eager to see what’s around the corner. With life imitating art, the campaign created overwhelming demand for Line 5, encouraging buyers to sign on the dotted line and helping the project sell out in just six weeks.