overview

In 2022, Crombie engaged us to help develop the brand for a new mixed-use residential apartment building. They had a simple goal – they needed to stand out as a desirable rental opportunity in a city where the skyline is rapidly changing. Leveraging insights gathered through discovery, we established Crombie’s promise for this development as “Accessible Premium” – a space that is designed and curated for those with discerning taste, and a desire for connection, shared space, and a neighborhood gathering over an exclusive event. ​​

This promise and value proposition led to the cultivation of the name and brand, The Marlstone. Inspired by the rugged beauty of our landscape and harkening to the name of the street the building will sit on – Albermarle – everything about the brand was designed to feel genuine, grounded, timeless, and warm, while maintaining a clean and steadfast aesthetic. ​We developed a comprehensive brand book and collaborated with Crombie’s interior design firm, By + Large to ensure cohesion between the visual and physical design of the building.

CONCEPT

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