Role: Brochure design, print production, website design
Clients: Diamond Corp, RioCan, Allied REIT
Awards: Applied Arts, Design Edge Redgee Finalist
The Well is a multimillion dollar mixed-use development project in downtown Toronto. In 2014, the developers set out to create awareness and attract investors at a large retail convention in Las Vegas. I was one of two designers at Forge that created a brochure, pocket folder, and website that would serve as the tools to tell their story and garner investors' interest.
We faced a few challenges. Firstly, this was the public's first glimpse of the project so these pieces would be setting the tone for the brand. As well, competition for prospective investors’ time and attention would be fierce. Lastly, all of the pieces had to function both together and independently.
To set the tone and make the brochure memorable, we used a soft touch varnish and die cut cover. A fully-custom gusseted folder with deep pockets to accommodate large amounts of promotional materials was also designed. In addition to functioning well, these exuded the premium quality that the client wanted to communicate.
The website continued the narrative. It was designed with a well-thought-out navigation, subtle transitions, and beautiful photography, while still ensuring users easy access to important information — a key to getting and keeping investors' interest.
Studio: Forge Media + Design
Creative Direction: Stüssy Tschudin
Design: Heather Angell, Shane Collier
Development: Jason Ellis
Strategy & Content: Media Profile