Laurent
Zag

Laurent

Laurent

We had the distinct pleasure of crafting brand identities for Maclab Development Group’s Laurent and Eleanor towers, each set against the vibrant backdrop of Whyte Ave.

Opportunity

The Laurent Apartment Building project presented a unique opportunity to establish a premium brand in a historic area while targeting a specific audience with high-end luxury apartments. Situated in the competitive Whyte Avenue district, renowned for its vibrant atmosphere and proximity to the University of Alberta (U of A), the project aimed to attract a younger demographic, primarily university students, through a distinctive and appealing brand identity. The challenge was to create a brand that stood out amidst the competition and resonated with the youthful, dynamic community in the area. 

Approach

For Laurent, the branding approach focused on creating a vibrant and energetic identity that would appeal to Gen Z students. Our approach included: 

  • Custom typography using geometric shapes to create a clean, modern, and timeless aesthetic.
  • An “L” icon representing the tower aspect of the building, highlighting a key value addition. The icon also featured a triangle that visually showcases “moving upward.”
  • Teal, green, and lime to reflect the U of A’s green and convey a youthful and retro vibe.
  • Incorporation of trending patterns such as checkerboard, stripes, and waves to stand out on social media and signage and speak to the primary demographic – Gen Z.

Deliverables

  • Microsite: Showcasing apartments and providing information. 
  • Construction Fence Banner: Eye-catching banners during construction. 
  • Social Media: Engaging content for various platforms. 
  • Digital Ads: Targeted ads for online reach. 
  • LRT and OOH Ads: Advertisements in public transport and other locations. 
  • Elevator Ads: Promotional materials in elevators. 
  • SUTV University of Alberta Screens: Campus-wide advertisements. 
  • Swag for Students: Branded items like stickers, lanyards, and bookmarks. 
  • Print Collateral: Posters, postcards, and other materials. 
  • Drone Footage: Aerial videos for building launch. 
  • Suite Layouts and Blueprints: Detailed layouts and plans. 
  • Launch Signage: Signage for building launch events. 
  • Corporate Identity Package: Business cards and letterhead. 
  • Garneau History Booklet: Booklet detailing local history. 
  • Event Signage: Branding materials for various events. 

Results

The branding and marketing efforts for Laurent delivered several notable outcomes.  

  • Enhanced Brand Perception: The vibrant and youthful branding successfully resonated with the target demographic, creating a strong connection with prospective tenants. 
  • Community Engagement: The use of social media and campus-based advertising led to significant buzz and word-of-mouth promotion within the student community. 
  • Visual Appeal: The trendy patterns and colors used in marketing materials were highly praised, making Laurent instantly recognizable and attractive to young audiences.