Developer Panatch Group
Sales and Marketing Hestia Marketing
Project Size 358 Homes in 2 Buildings + over 9,000 sq. ft. onsite amenity building
Port Moody has evolved from its industrial roots to become a modern waterfront community surrounded by a stunning British Columbia landscape. 50 Electronic Avenue will bring 358 contemporary wood-frame condominiums to a location with a one-of-a-kind heritage and positioned next to the natural setting of the Port Moody waterfront. As the former home of a black & white television factory, this put the project in a unique position for branding and theming. This is the story of how this historical landmark developments brand platform was created, along with some striking visuals of the end product.
While the brand aligned closely with the history - we needed to ensure that this did not overtake the thoughtful architecture, interior design and the spectacular location of the site. Being flanked on both ends of this site with two transit stations - 50 Electronic is also situated a stones throw from the Port Moody waterfront, complete with miles of seaside trails and paths. Our approach in the way we told the 50 Electronic story had to reflect a perfect balance of the historical and the architectural, blended with our strong visuals that support our positioning of ‘where city meets nature.ʼ
rally crafted brand creative
inspired by history and an
brand ID and creative study
The branding of this project naturally moved to honour the deep rooted history of the site. The identity study explored different ways of connecting a slightly retroidentity balanced with the contemporary attributes of this development. Our color palette incorporating a metallic copper as a nod to this metal conductor core to the classic TVʼs and radios made on site years ago. In this competitive marketplace, the creation of a distinctive and memorable brand was for this development key.
a unique photography approach that reflects the exceptional attention to
detail of these interiors
marketing opportunities on many levels
As this site has exceptional exposure along the length of the site, we were able to utilize a mix of multi-dimensional site signage in tandem 40 ft. sections of high impact hoarding (broken by our corporate mesh hoarding to bring a level of corporate brand recognition for the Panatch Group to cover the expansive length of the site). Our custom built sales centre was strategically positioned to maximize both the architectural curb appeal of the structure, complimented by signage on three sides capturing both street traffic, as well as that of the pedestrian walking bridge that crossed over the tracks to transit.
Upon entering the interior of the sales centre - visitors experience a feeling of space with 14 ft ceilings complimented by large scale renderings and area photoʼs that immediately connect them to the synergy of these homes to the area. Two full size display suites showcase the spectacular interiors, with the largest of the two suites even showcasing a working roof top patio atop the building!
turning marketing into
an immersive experience
an authentic and impressive narrative
Design of the marketing brochure drew from our established brand identity combining visuals from our strong library of interior suite photography, renderings and aerial drone photography to position 50 Electronicsʼ architectural attributes combined with the unique positioning of our site geographically. Large sweeping spreads showcase these stunning homes, with a high level of finishing throughout incorporating spot UV finishes in tandem with metallic copper hits throughout.
A series of ads drove our unique transit orientation, expansive clubhouse offering, and location in close proximity to Port Moodyʼs waterfront, combined with the aggressive price point that Panatch led the launch with. Not only did this campaign realize huge success in opening weeks of sales and well beyond for the developer - but also has been nominated for the 2020 Georgie Awards for best Ad Campaign!
an interactive experience
The results of the 50 Electronic marketing exceeded all of our expectations from the day they opened, even till today. The commitment of both the developer and the Hestia Marketing in pushing every aspect of the sales and marketing approach and execution further, and insisting on a level of finishing that truly reflected the end product they are building is a testament to what buyers are seeing.