Canada Lands is defining its new Toronto housing development not by its buildings, but by what is outside of them.
The real estate developer enlisted 123w to create a brand vision for Arbo Downsview, a community that will be built adjacent to a nearly 300 acre urban park on the city’s west end, and one of five planned neighbourhoods taking root there.
According to Canada Lands, which is a federal crown corporation, one of the defining characteristics of Arbo is the preservation of the mature woodlot on the grounds, which became the inspiration for the development of the brand identity.
“It was really important that we design a brand identity system with a strong sense of place,” says Tim Hoffpauir, creative director 123w, “one that envisions an inviting neighbourhood integrated with nature.”
The work was a ten month process, and according to James Cox, VP of real estate for the central region Canada Lands, the agency captured the project’s green vision: the name Arbo comes from arbour, which is the name for a garden structure formed by trees.
“For us, this was a way of acknowledging the past and the history of the site, in terms of the woodlot and the nature heritage,” Cox says.
The custom wordmark is inspired by the paths and roads that weave through the existing woodlot, and functions as a flexible storytelling device. “We think this brand has a lot of staying power,” he says.
Cox tells strategy that what really resonated with the organization was that it didn’t use typical condo or subdivision development tropes.
“It’s a relatively soft launch, if you will, and informal as we are a developer and not the end builder,” Cox explains. Eventually, condo builders and not for profits will be working within the brand, which is inspired by the area’s flora and fauna and captures the idea of nature and modernity coexisting.
As part of the inclusive community positioning, the project will include an Indigenous expression of Arbo that is currently being developed in collaboration with the Mississaugas of the Credit First Nation.
As Cox notes, Downsview means different things to different people, with its history as an air field and Bombardier testing facility, but also as a spot for sports enthusiasts, bird watchers and vibrant ethnic communities in the area.
Cox hopes the Arbo Downsview project resonates with home buyers, renters and visitors from other parts of the city and says in twenty years, “the amazing jewel” will look completely different.
“Traditionally, it’s been very suburban in nature and the subway expansion will help change that.”
Canada Lands is also a steward of CN Tower and Downsview Park in Toronto, the Old Port of Montréal and the Montréal Science Centre and reports to Parliament via the minister of Public Services and Procurement.
