Brand identity for real estate development project in NDG, Montreal.

Capstone Developments approached us to help devise a name and graphic identity for a new three-building residential real estate development project in Montreal. With units ranging from studios to four bedrooms, the condos are suited to young professionals and families seeking the intersection of affordability and luxury.

The design had to be flexible to distinguish each of the three buildings while creating a cohesive identity for the overall project. As part of a bilingual community, the name also needed to work in both English and French.

Our clients wanted it to be clear to borough residents that their project would serve to respectfully enhance the existing cityscape, so our visual identity had to consider the rich history of the neighbourhood.

Through historical research (to understand its history, architecture, and character) and personal experience (members of our design team had lived in NDG and our studio roots began there), we sought to connect a vision that appealed to our client, long-time residents and potential buyers alike.

The name ‘Grâce’ was chosen as an homage to the Notre-Dame-de-Grâce (NDG) neighbourhood where the projects are being developed. NDG is a residential suburb well-loved by Montreal residents for its local shops, accessibility, and strong community feel. A rounded arc ‘A’ evokes a sense of coming together and is contemporary, elegant, and approachable. The green colour palette aligns with the community and developers values of environmental consciousness.

After completing the name and logo, we created additional supporting elements such as presentation folders, floor plans, and interior/exterior signage to created a unified look to the project from the sales office to the construction sites.

The continuous green arches, echoed from the logotype, repeat in supporting brand collateral to build an easily identifiable visual for the Grâce projects. True to the original vision, our supporting brand materials promote the idea of simple, accessible elegance.