Campaign Description

Cadillac Fairview is constructing an office building for the 21st century called the RBC Centre. Itís an environmentally sensitive, efficient and technologically sophisticated workplace. And the Royal Bank will be its major tenant. To help sell this LEEDS-certified building, we collaborated with engineers, architects and developers.

Colour seemed an appropriate theme for the RBC Centre. The building offers prospective tenants a spectrum of choices and it adapts to changing needs, like a chameleon. Also, the structure itself is anything but drab and monochromatic, with floor-to-ceiling windows, sustainable energy and uplifting design.

We began by creating a design system based on a selection of hues to code the building's attributes and map out its various infrastructures. From this, we created a logo, a website, a showroom, print collateral and videos to build interest in this new business hot spot. The navigation for the website was designed to simulate an elevator ride. Each stop on the tour focused on the various attributes of the building and tied the theme together through the use of colour.

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