Case Study

Flora

Working with the talented duo Alex Fisher and Michelle Slobodian, our team developed the logo and visual identity for the new StreetSide development in Winnipeg - Flora Condominiums.

From initial mood boards, concepts to the final iteration of the logo, including naming, the team had a lot of autonomy to drive the design and the conversation around the project.

From day one, the StreetSide team (a child company of Qualico) gave us a lot of freedom to work on the concepts for this project. The only requirements were the name (which they were unsure about Flora and another option, we helped them locking on the first) and a specific coral tone that they really liked.

That kind of trust is rare when working on ad-hoc projects but the process was well designed to give the StreetSide team the confidence to move forward quickly. Initial mood boards, first round of concepts, locking on a specific one, refining and finalizing the identity. Everything on a tight scheduled since the construction was already underway.
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Our measure of success on this project was not only about the commercial success of the development but also the sense of fulfilment of the design team once the project was done. They felt that they did the best work they actually wanted to do. This is priceless.