240 Richmond St. W Toronto, ON, Canada
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LSQ

Client: Almadev

Industry: Real Estate

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Overview

LSQ is a master-planned community designed to bring residents more growth, personal, and professional opportunities. Positioned as a transformational development, LSQ reimagines North York’s Lansing Square into a vibrant mixed-use destination, integrating residential, retail, office, and park spaces.

We developed a scalable brand and communication strategy anchored by the mantra “Always More,” effectively showcasing LSQ’s vision and values across all offerings while setting the foundation for future growth.

  • Branding
  • Content
  • Strategy
  • Web

Scope of Work

  • Brand Planning
  • Project Naming
  • Brand Development
  • Marketing Collateral
  • Presentation Centre Display Design
  • Signage Design
  • Website Design and Development
  • Video Art Direction & Production
  • Advertising Campaign
  • Social Media Content
  • Broker Assets

Credits

  • Client: Almadev
  • Community Architect: WZMH Architects
  • Building Architect: Wallman Architects
  • Interior Design: Truong Ly
  • Landscape Architect: Ferris + Associates
  • Sales: RARE Real Estate
  • Rendering: ADHOC Studio, Jorg
  • Production: Immediate Group
  • Videography: Spencer Bell
  • Photography: Ryan Bolton
  • Media: Periphery Digital

Project Background

LSQ is a master-planned community by Almadev, one of Canada's largest real estate developers. The project is a transformation of Lansing Square business park into a bold, modern mixed-use community.

Strategy

We renamed Lansing Square as LSQ to reflect the modern, bold vision for the area's evolution. Through anchoring the brand on LSQ’s core offerings of residential, retail, office, and park space, we were able to demonstrate the transformation of a business park, into a vibrant mixed-use community and so much more. Flexible brand architecture, along with a branded house model were used to create a cohesive, scalable system that can grow with the project.

Branding

The LSQ brand represents a community in growth. We developed a mantra for the brand, ‘Always More’ acting as both a philosophy and messaging tactic, reinforced visually with the use of a graphic ‘plus’ symbol. The brand’s colour palette aids in establishing LSQ’s progressive identity, and colour is used to distinguish core offerings with white representing residences, blue for offices, orange for retail, and green for parks.

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Content

We crafted a dynamic content strategy using a range of engaging visuals. This included a highly stylized “fashion film” which used immersive 3D worlds to highlight the chic lifestyle offered at LSQ. Additionally brand collateral utilized animations that seamlessly extended across media to reinforce the ‘Always More’ theme. We also created partner media for top brokers to cross-promote LSQ to their social following, amplifying presence and reach, while maintaining strong brand cohesion.

Community Brochure

To showcase Almadev’s vision for LSQ while commemorating the development process, we produced a coffee table book featuring visuals and interviews with key team members involved in bringing the community to life.

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Brand Extensions

The LSQ brand system allowed for unique sub-brands for distinct residential offerings, while maintaining cohesion within the community brand as a whole.

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Signage

Our signage strategy for LSQ used a range of elements to establish brand presence. We implemented hoarding signage to highlight residential releases, presentation centre signage for marketing, and pylon signage for existing business tenants and wayfinding. We also developed prominent identification signage to position LSQ as a new feature destination in North York.

Website

The website was designed to clearly communicate LSQ’s offerings using a simple and functional UI, that can be scaled for future growth.