12 Degrees

When the BSäR Group of Companies approached us with their first project in Toronto, we knew it had to be different, not only to create a brand and personality for the building, but to establish BSäR as a leading force in the building industry. We took a cue from the architectural design of the building – a simple block where the middle section had been rotated 12 degrees – and designed an entire campaign that gave a new slant to Queen West living. From print and online ads, to the brochure, logo, presentation centre and signage, everything was innovative, intelligent and slightly unexpected. The streetcar signage, which displayed all five images from the campaign, was a favourite among the design-savvy audience.


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