This is a new condo development for RioCan living. Located at Dupont and Christie it seems on the surface to be a rather industrial and somewhat undefinable area of Toronto. We were tasked with naming, branding as well as all materials related to the pre-sale of these properties. In order to help define this for the market, we decided to start by looking into the history of the area to discover it's real, authentic qualities and stories that a newer development could not replace, but add to.
The name stems from the fact that many Lithographic printers (newsprint, magazines ) either started, or remain in this area. The whole look & feel was developed to tap into the lifestyles and interests of the 'creative class' which was the market here. Young singles, or families with an appreciation of craftsmanship and originality. We did this with an editorial sensibility and a nod to the writers, artists, and entrepreneurs that had made their start here.
