Creating the identity of the city’s largest and most influential real estate development
Designed to be a centre-point of the city, Station Park is the largest-ever condo development in Waterloo Region. Located across the street from Google’s headquarters, Station Park will preserve the city’s rich history while offering everything from condo living to shopping to commercial work space.
Him & Her came on the scene at the very beginning, creating a distinct and galvanizing identity that would represent our innovative and diverse region.
With the need to begin marketing as early as possible, but with many unconfirmed assets, we took a phased approach to rolling out campaign elements.
The first phase was an initial teaser splash page to build excitement, gather early registrants from ads, and to start building SEO. The second was an update introducing the development’s location, lifestyle, and amenities, to show the community the prestigious value of the project. The third was the full website, which went live just before the first sales event.
Creating a Lasting Mark
A major source of thematic inspiration for Station Park grew out of its location, neighbouring what used to be the Berlin Train Station. The idea for the wordmark was framed around the concept of a pared-down, full-frontal view of an oncoming train. The “O” glyph is a vital component used throughout Station Park brand’s visual identity.
From naming and branding to generating leads, we took our task very seriously: how were we going to tell the story of Station Park that would inspire purchasers not only for the first phase of the project, but also for future phases?
The Sales Centre
We knew that the Station Park brand needed to be set apart from every other development popping up in Waterloo Region, and one of the first glimpses the community would get of its essence was the sales centre. We designed the exterior to stand out yet represent its historical, beloved surroundings, and the interior to boost anticipation for all that is to come. The sales experience is elite, complete with a TV table that showcases the project from a birds-eye view, and an intuitive POS system that tracks and segments registrants.
The sales experience is elite, complete with a TV table that showcases the project from a birds-eye view.
$250M sellout in under 2 months
Interactive TV table showcasing Station Park from above
Station Park will unite those who love to shop, dine, work, and play, creating a diverse, shared community of individuals enjoying Kitchener’s premier urban destination.
I think what we’re seeing is a real shift in the centre-point of our Region. And that centre-point is Station Park.
The project launched within 6 months, and sold out within the first phase. All of the brand elements were instrumental in growing a reliable registration list, collecting actionable data going into launch events, and building confidence in out-of-town investors and the local community alike. Internally, as we move from sell-out through to construction and future phases, the Station Park website and communications remain an ever-evolving foundation to the development’s many initiatives.
Sold out in 1st phase (500+ units)