Uniting modern taste makers within an innovative rental community
The Problem to Solve
Fitzrovia Real Estate has redefined luxury rental living in Toronto, with each building representing its own unique and vibrant community space.
With their newest project breaking ground in the Yonge & Eglinton neighbourhood, we needed a standout identity that would embody the unique personality of midtown, while reflecting Fitzrovia's overall master brand built on the concept of seamlessly blending the old and the new.
In Old English, ‘Parkers’ referred to the park keepers who looked after the neighbourhood green spaces which served as the central hub for community gathering. With this in mind, The Parker brand draws inspiration from the timeless elegance of Old England, and marries it with the connected and fashion-forward spirit of its Yonge & Eglinton location. Central to the brand identity is a unique crest that puts a contemporary spin on the traditional coat-of-arms. Using a flexible logo system in combination with vibrant colours and custom photography, The Parker brand offers the perfect backdrop to contemporary urban living in midtown Toronto.
The Parker’s design identity has received industry accolades including awards in 2022 for Social Media excellence and Best Property Management Website from the Federation of Rental-Housing Providers of Ontario (FRPO).