Develop the new brand and advertising campaign for Great Gulf’s Milton site. The target market in Milton is quite broad. With the complete lack of low-rise product in Mississauga, Oakville, and Burlington, any low-rise buyer in Peel, Halton, and beyond, will consider Milton. The key message of the brand was to communicate that “Milton offers all the conveniences of urban living, with the space for your family to grow.”
Rustic yet refined, the intricately designed logo visually reinforces the natural beauty of the Milton community, with a medley of symbols coming together to creatively represent not only the community but the emotive connection between the outdoors and within. Celebrating the great outdoors and escarpment living, along with the beauty of the homes within the community, a symbol was developed for each defining characteristic; trees, homes and, of course, the escarpment. When placed together, they created an emblem for Arbor Peaks; a marker of the lifestyle offered at Milton’s next great community.
The modern design of this brand and all its consumer touchpoints is clean and impactful, reflecting the friendly and approachable nature of the brand and community. Qualities that also reflected Arbor Peak’s intended target market; a coveted cross-section of millennials, first-time homebuyers and families looking to ‘move up’. With the Arbor Peaks wordmark nestled below the emblem, the logo became a marker for the community and a celebration of escarpment living.
The first two phases at Arbor Peaks have been released with great success. We received close to 13,400 registrations to the site. 280 out of the 289 homes released in the first two phases have been sold. This represents 36% of the entire project. We expect the success of Arbor Peaks to continue into 2017 and beyond.