Brookfield Place, located in the heart of Toronto’s financial district, is an iconic landmark and award-winning architectural space, home to Canada’s most prominent business community and a showplace for the arts. It also stands as a prized example of Toronto’s cultural development and community spirit.
When a landmark address like Brookfield Place celebrates a milestone 25th Anniversary, it’s an ideal opportunity to refresh the brand and positioning line.
The Collective’s mandate was to develop a holistic communications strategy that embraced the quality of the place, its retail offerings and services, and the corporate tenants located at the address.
The new brand and positioning needed to continue to reinforce Brookfield Place as a centre of excellence and raise awareness of the complex as a destination.
‘Where It Happens’ was selected as the new positioning line and the overarching theme of the new campaign. It positions Brookfield Place as an all-inclusive experience/destination, suggesting that anything is possible.
‘Where It Happens’ is further expressed through headlines, such as Where Art Happens, Where Business Happens, Where Taste Happens, Where Spectacular Happens, etc.
In recognition of their 25th Anniversary, a hand drawn, celebratory and expressive “25” inspired by parabolas in the Galleria accompanies this new positioning line.
Benton Sans font was chosen for its simplicity; its non-decorative look supports expressive visuals and art.
The new colour palette consists of life-affirming sky blue that brightens and complements the corporate Brookfield blue. Light blue inspired by the myBrookfield App helps integrate both brands and Robin’s egg blue brightens and extends the palette. A pale sunshine yellow adds light and a warm accent to the primary blues and a Metallic Silver/grey to commemorate the Anniversary has also been added.
The new campaign is supported by Print Posters, Digital Signage, Social media channels, myBrookfield App, E-Communications, Retail Directory Brochures, Retail Arts&Events Postcards, Digital Seasonal Lookbooks and a Catering Guide.