Landmark apartment tower artfully reflects an upscale offering
I.G. Investment Management engaged Relish to create a name and brand for a new 13-storey apartment they were breaking ground on at an iconic location — where Tuxedo and Corydon Avenues merge. An exceptional development opportunity, this 84-suite luxury apartment with exclusive penthouse features was designed by star-architect Ray Wan and would need an elevated visual identity that would resonate with Tuxedo dwellers.
Relish’s analysis identified an upscale target market, a mix of empty nesters and young professionals. The name Atelier, couched within a lifestyle brand, would not only represent a building but rather the idea of living a refined and creative lifestyle. An atelier is a french term referencing a studio or artist’s workshop. Key messages emphasize the uniqueness of architectural details such as glass curtain walls and luxury finishes along with 10-foot ceiling featuring large-scale artworks. As well, Atelier Living offers security with concierge service and direct parkade access. The location, second to none, offers the convenience and proximity to amenities, culture, and parks.
Within the context of Atelier Living the term “luxury” embodies a symbolic richness in the choice and expression of uncompromised living. Residents remain rooted in their community, with access to amenities and an interpretive gallery design.
Relish proposed a compelling value proposition: Atelier, a landmark building deeply connected to community and culture, offering urban amenities alongside pristine forests and world-class parks. Residents can relish spectacular vistas through floor-to-ceiling windows, within a spacious open-concept design that reflects a sophisticated aesthetic.
The overarching idea is to redefine home as a versatile workspace for creation, contemplation, and engagement. Imagine breathtaking views, parks, and spaces that inspire exploration. Atelier Living embodies a painterly aesthetic, evoking refinement and sophistication in every aspect of living.
- Marketing & Communications Strategy
- Brand Strategy
- Market Segmentation
- Brand & Identity Development
- Graphic Design, Illustration & Iconography
- Style Guides & Toolkits
- Website Development
- Production Management