Honouring an iconic Toronto venue.
The Problem to Solve
With four active building projects in development, The Garden’s challenge was to create distinctive stand-alone property brands that would reflect the lifestyle of their target audience and personality of the local neighbourhood, while still feeling like a cohesive part of the Fitzrovia family. The first of those properties, The Waverley, built on the site of the legendary Silver Dollar Room and Hotel Waverley, needed a brand identity that would signal a true reinvention of the rental experience.
Taking cues from the vibrant history of this designated heritage site as a beloved music venue that hosted iconic talent including Bob Dylan, Levon Helm, and The Pixies, The Garden designed an edgy brand identity that pays homage to The Waverley’s grittier “good old days”, while bringing it into the present with bold imagery and stylish design cues. Music and art is embedded throughout brand elements including a vinyl-inspired print brochure, promotional t-shirts with a classic concert tour vibe, and custom hoarding adorned with a hand-painted mural by a local artist.
The Waverley’s design has received an onslaught of recognition, picking up four wins at the 2021 Federation of Rental-housing Providers of Ontario (FRPO) Mac Awards, winning the 2021 BILD award for Best Organic Social Campaign, and receiving nominations in four other BILD categories.