Art is a labour of love from the artist-turned-developer behind Triangle West Developments. The boutique building includes ground level live-work spaces that are unique to the area, and incredibly appealing to the local community of artists and creators looking for viable homes for their businesses. The challenge was to create a brand identity that was true to the subjective and limitless nature of art, while still forming a personality for a tangible condominium residence. Embracing subjectivity, we created not one, but a series of logos for ART, each with a different medium (photography, illustration, type, sculpture). The presentation centre was treated like an art gallery, with a rotating calendar of installations from local artists, and decidedly unconventional display methods. Other elements included print and online ads, site signage, direct mail and a website.