To the GTA homebuyer, the name Brooklin is synonymous with Victorian architecture, superb community planning, and prestige, just north of Whitby. With that in mind, the name Brooklin was always intended to be part of this community's identity. By pairing it with 'Forest', we were able to comment on the unique and premium nature of the product offering. The icon is borrowed from an existing community feature: historical themed street signage and furniture.
The mandate for this brochure was to provide large floor plans that are easy to carry at an economical price. Therefore we designed the brochure in 2 elements. The first was a community section, bound in a pocket cover, with info on the community, amenities and standard features. This bound brochure was given to all prospects. To economize on the number of packages handed out, we produced three separate bound product books for each product line, for customized packages based on desired product type. The floor plans were formatted to 11”x17” which allowed us to maximize press coverage on a sheet, and allowed for large 22” x 17” spreads for the floor plans.
Due to the surrounding forested area, a leaf motif was used throughout the campaign. This carries through to the sales office, which incorporates the leaf design into die cut leaf shaped lifestyle images, in the community area, accompanied by a single panel full wall mural of a deep forest, highlighted by a custom leaf shaped logo light-box. A highly detailed 1:400 scale topographic model is situated below a wall mounted LCD looping the community video. All displays incorporate the distinctive wedge shaped design that was used on signage and the brochure for consistency. Product displays are distinguishable by size based on colour coded light-boxes that correspond to colour coding in brochures and on the site plan. A digital site plan tables allows visitors to chose their lot and then send a home siting of their model and elevation to their e-mail via 3 LCD touch screens.
With several competitors in the area, signage needed to stand out in an easily distinguishable way. To meet this challenge all signs implemented a unique wedge shaped design, die-cut at the top with a large site logo protruding from the lower corner. This immediately made our signs recognizable and stood out from the competition’s standard rectangular signs. At the sales office, double sided burma shaves drew traffic into the site, while a large garage mounted light-box drew attention during evening hours.