The art of rental living

ART ON 6TH

Austeville develops, owns and manages a superb selection of rental buildings, as well as office, retail and warehouse spaces of varying sizes throughout Greater Vancouver. The company was building a new residential rental building in South Granville—a centrally located and vibrant area that is one of Vancouver’s high-end shopping, dining and cultural arts destinations. In a nod to both the neighbourhood’s arts background as well as the owners' prodigious art collection, we suggested the name Art on 6th (the building is located along 6th Ave). It stuck.

The branding and marketing campaign for this project needed to communicate the benefits of apartment rental over condo buying. The mid-rise, in addition to its location, had much going for it: city, water and/or mountain views from almost every unit, luxury finishings such as stone and wood, plus the conveniences of in-suite washer/dryers and air conditioning. Our positioning line summed it up: Experience the art of rental living.

After researching Art on 6th competitors and exploring different conceptual directions, we expanded the Austeville colour palette of grey and blue with an eye-catching red-orange, and created a logo design and photographic language that was memorable yet simple enough to be applied across all media. This ran the gamut from the website and hoarding to transit shelters and billboards to print and digital ads to bus kings and even cinema ads.

The Art on 6th website remained up for two years until it was pulled into the Austeville family.


Project scope: strategy, identity + applications, website, hoarding, digital-print-outdoor media, digital and print materials, photography

Combo combo:

Strategy and creative direction: Su T Fitterman
Strategy and project management: Kelley Korbin
Design: Christina Lauer and Leon Sloth
Art direction and production: Daniela Gilsdorf
Writing:
 Leanne Asante
Photography: Rachel Pick
Print management: Andrea Pelly
Video production: Chad Galloway
Media:
 Wirtz Media

  • We tracked the media that brought Art on 6th to our target audience’s attention. For the record, it was the hoarding by a mile.

    Combo Creative

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