Lanark

Lanark

Lanark is a local development housing project based in Vancouver, BC looking to promote themselves for potential home buyers. As the city grows, a demand for housing projects increases and companies are looking for new ideas to brand themselves as more projects are created in the housing market and competition is on the rise.

As the target audience is targeted towards influential young first time home buyers (around the ages of 25-40) the branding needs to be addressed as their taste and preference is different than an older audience. Similar to the branding of VRBO and AirBNB, we want to give them a sense of “Connection, Community and Fun” while making sure the branding aligns with their lifestyle.

Goals

Develop a modern brand identity—including logo, color palette, and font package—that conveys professionalism, playfulness, and a touch of fun through its visuals.

Produce a marketing package featuring a digital billboard ad, two social media ads, and a social media brand presence to promote Lanark’s new housing project and available properties.

Mind Map & Concept

Moodboard

A collage of images depicting various relaxing indoor and outdoor environments, including a bright dining area, a person practicing yoga, a cozy living room with pillows, lush greenery and plants, a lively restaurant, a woman and child using a laptop, a cup of tea with greenery, a beach scene with mountains, a bedroom with a bed, and an Airbnb building with Japanese text.
Close-up of a metallic, gold-colored bird feather showing the detailed barbs and central shaft.
Black and white logo with the text 'Lionsgate' and a geometric lion's face icon.
Four circular icons with the letter 'L' in different colors and styles.

Colours

Primary Colours

Lanark uses varying colours such as Seafoam Green, Warm Espresso, and Slate Blue to draw the expression of warmth, nature and fluidity in the designs of their spaces.

Secondary Colours

Accent colours like Beige Cream, Black Sesame and Muted Olive are used to show a level of sophistication. These should be used sparingly on the digital interfaces, backgrounds and buttons accents.

Typography

A color palette chart displaying six colors with their names, HEX, RGB, and CMYK codes. The colors are Seafoam Green, Warm Espresso, Slate Blue, Beige Cream, Black Sesame, and Muted Olive.
Typography chart showing 'Headlines' in Playfair Bold font and 'Body Text' in Titillium Web font, with sample uppercase and lowercase letters and numbers.

Digital Ad

A woman relaxing on a large, curved, tree-shaped wooden structure with cushions, with a plant in the background, promoting comfortable, affordable homes.
A woman stands on a subway platform facing a large advertisement for Lanark Living. The ad shows a woman lounging on a large, curved, wooden piece with cushions, suggesting comfortable furniture. The background features a gray wall and the woman is dressed in dark jeans, a striped top, and has a yellow backpack.
A woman and a young girl sitting on a couch, looking at a tablet together in a cozy living room, smiling.
Person practicing yoga outdoors, sitting cross-legged on a white mat, with trees and grass in the background.