Lindvest Ad Campaign Captures Imagination with Sophisticated Whimsy
By Lucas on Nov 27, 2013
When it came to selecting visuals that would carry the advertising message of Lindvest and the Brownstones at Westown, Nick Monteleone searched the world for just the right fit. He found it in the UK with illustrator Edward McGowan, better known by his alter ego, Parko Polo. Monteleone is principal and art director at 52 Pick-up Inc. Strategic Design/Communications, an award-winning boutique agency in Toronto. Westown is Lindvest’s successful master-planned community at Weston Road and Sheppard Avenue West, and the Brownstones are the newest residential offering in this established neighbourhood.
“Lindvest is an exceptional developer, and the Brownstones at Westown is a unique collection,” Monteleone says. “I looked at what other developers are doing to attract attention in ads, brochures and the like across North America, and most of it looks similar. I decided we needed something different to set Lindvest apart. When I saw what Parko Polo was producing, I knew his style would be perfect. We commissioned him to do drawings that we could use across all of our marketing materials including the web.”
The result is a branding that conveys exactly what Lindvest and Westown are all about. “The look is playful, colourful, fresh and modern, which appeals to the target market,” Monteleone says. “Lindvest’s purchasers are everyday families who work hard and want to own a beautiful home. The illustrations are clean, crisp and urban without being intimidating.”
Polo’s design for Lindvest is a charming and appropriate depiction of row homes with Toronto’s skyline in the background. “You can recognize a New York brownstone look,” Monteleone says, “and there are people playing in parks, riding bikes. It’s all about family. The illustrations represent Lindvest’s long history of building homes combined with the fact that the company excels in high-rise as well. This is a fantastic visual to communicate Lindvest’s tagline ‘Life happens here.’ Every time you look at the drawings, you see something different.”
He points out that the look is iconic, fresh and progressive, which fits well with Lindvest’s rebranding. “At most of Lindvest’s communities, you will see a sales office wall featuring pieces of the illustration and the company’s corporate philosophy in the middle.”
To find out more about the Brownstones at Westown, visit www.lindvest.com.
