Building a solid foundation
Along with foundational brand deliverables, we designed and produced key promotional pieces for ToyBx, including brand-aligned print ads, postcards, and brochures. We also designed comprehensive unit amenity and building feature displays that are showcased on-site within 10 show suites.
Background
Part real estate investment play and part automotive aficionado destination, ToyBx is a 3-storey, multi-use, 180-unit industrial car condominium complex, located near downtown Toronto and within minutes of major highways heading east, west and north away from Lake Ontario.
Challenge
The property’s owners, car enthusiasts themselves, had acquired a robustly built former liquor storage facility. With that purchase, they added the vision to create customizable yet discrete warehousing and storage solutions for car collections of any size. In Toronto where density takes precedence and parking in the urban core is at a premium, dedicated storage space for multiple vehicles holds genuine appeal for car collectors and seasonal owners. But with only a name, a yet-to-be-developed property and a concept completely new to the area, an entire brand story needed to be built.
Challenge
The property’s owners, car enthusiasts themselves, had acquired a robustly built former liquor storage facility. With that purchase, they added the vision to create customizable yet discrete warehousing and storage solutions for car collections of any size. In Toronto where density takes precedence and parking in the urban core is at a premium, dedicated storage space for multiple vehicles holds genuine appeal for car collectors and seasonal owners. But with only a name, a yet-to-be-developed property and a concept completely new to the area, an entire brand story needed to be built.
With their wide ranging automotive and luxury marketing experience, 7 Communications has built a long-lasting, premium brand for ToyBx.
Todd Yule,
Partner, ToyBx
Solution
Our work started with a project deep dive, extensive research, and a series of prospective customer interviews, from which we developed a unique and ownable positioning for the project. We then leveraged that strategic positioning to guide creation of a premium brand identity supported by a succinct tagline — PARK YOUR PASSION — that crystallized the very essence of ToyBx.
With property build-out months away and the idea of a multi-floor car condo foreign to many in the market, we designed and produced a high-resolution fly-through video so potential customers could literally see how the project would function (including vehicle access to the second and third storey via elevator).
Along with those foundational brand deliverables, we designed and produced key promotional pieces for ToyBx, including brand-aligned print ads, postcards, and brochures. We also designed comprehensive unit amenity and building feature displays that are showcased on-site within 10 show suites.
Results
The brand platform and messaging resonated with an affluent target audience as more than two dozen units were reserved in advance of the official on-sale date.
Core Contributors
