Y-Lofts

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Brief

Client

Industry

Scope

Role

Atria/PrismPM

Real Estate

Omni-Channel

Design Director

The brand needed to hold two ideas at once, honouring a building with real history while selling a brand-new way to live in it, so the identity pulled the Y mark straight from the building's own architecture and paired it with a bold, confident red against black-and-white photography of the original brickwork. From there the work carried that identity across everything needed to fill the building fast: teaser and investor videos, a leasing website, a premium-print brochure, and OOH on-site and across the GTA.

Identity

Motion & Video

UX/UI

OOH

Summary

Preserving the past, selling the future

Y-Lofts had a story most new developments don't get to tell: a real building, with real history, becoming something new. The brand leaned into that instead of hiding it, an identity pulled from the building's own architecture, paired with bold colour and confident typography to signal that this wasn't just another rental listing.

* Some of these designs are client concepts only, and may not have been used in production.