Claridge brought in Jackpine to develop an identity for a new downtown rental development targeting young professionals in Ottawa’s growing tech industry. A strong, unique name and engaging marketing materials would help differentiate this property from a similar one down the street.
Loop is short and simple, evoking two concepts with deep appeal to young tech professionals: technology and community. Loop is a powerful concept in computer coding. And it references the property’s complete community formed by two linked buildings, running on a loop of geothermal energy and located at the centre of transit, work, culture, entertainment and recreation. Who doesn’t want to be in the loop?
The loop wordmark evokes connection, continuity and sustainability, the simple circles and lines of the clean, modern font referencing the 1 and 0 of binary code. The bold, architectural graphic elements and broad, flexible colour system express dynamism and inclusion. Everyone can see themselves in the loop.
For Jackpine, every project is an opportunity to learn. For example, marketing strategy for new developments is usually left until the end of the project. But what happens when branding and identity are conceived together with the initial development strategy?
Would a stronger, more consistent vision emerge, running through design, marketing, architecture, planning, programming, street presence––everything? Would branding and marketing spring fresh from the unique character of the project rather than leaning on tropes like competitive differentiation?
We think this small change could drive better business and give communities more cohesive and valuable additions to their neighbourhoods.