methodbranding.com

Accora Village

A n e w b r a n d f o r a r e v i t a l i z e d c o m m u n i t y

Capabilities applied

Brand audit

Brand strategy

Brand architecture

Brand naming

Brand identity design

Brand implementation

Brand identity standards

Launch date

2011

Sector

Real estate

The situation

Minto Group Inc., one of Canada’s most prominent development

companies, built what was known as the Bayshore community in

the west end of Ottawa in the 1960s. Its 7,000 residents live in

over 2,500 rental units in apartment buildings, town homes and

garden homes, spread over an area roughly half the size of

downtown Ottawa. Ferguslea Properties Limited, the owner since

1997, decided to revitalize the community, investing in building

upgrades, improving the overall infrastructure, and increasing the

safety of the community, as well as initiating a number of “green”

initiatives. The neighbouring areas, as well as the shopping centre

across the road, are called Bayshore – all resulting in confusion

and an undefined brand.

Actions

A detailed site audit and communications audit was our first step

in the process. It not only served as the catalog of materials and

signs that had to be rebranded, but the report also contained a

number of recommendations and identified opportunities to

create a stronger brand. We worked as part of the brand team that

reviewed everything from service standards to signage, from

web site designs to uniforms. Other members of the brand team

included the owners, property managers, a former Minto

executive, a brand coach, a senior member of a global public

relations firm, as well a local design firm.

We created a logo for the new community name, and extended

the logo to the recreation centre, and building names. Town

home and garden home clusters were named, as were a number

of pedestrian pathways. Signage has been designed to create a

sense of community and also to delineate a unique space for

Accora Village. The signs not only identify buildings, they create

a sense of place and a unique community. Recognizing the

diverse nature of the community, a series of over 80 safety and

information icons have been developed as part of the signage

system. These icons help ensure that residents and visitors enjoy

the community safely, even if their first language is not English

or French.

The identity system covered all marketing communications,

advertising, stationery and promotional materials. As part of

the launch activities, a brochure package, banners, an event tent

and a variety of promotional gifts were produced.

Results

Residents embraced the new brand, sensing that they were

not just renting a dwelling, but were part of a community with

a real spirit and identity. Staff became enthusiastic brand

champions, sharing the Accora Village brand story to residents

and non-residents alike. The vacancy rate is lower than in other

Ottawa properties.

366 Adelaide Street West

Suite 207

Toronto, Ontario

Canada M5V 1R9

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