BRAND ILLUSTRATION
Thriving Neighbourhoods
CLIENT
First Capital REIT
YEAR
2024
ROLE
Illustrator
DELIVERABLES
Custom Brand Illustration
THE BRIEF
First Capital REIT asked me to create a custom brand illustration for its "Now Leasing" marketing across the country. The illustration had to capture FCR's goals and values in a way that was simple yet detailed, and versatile enough to work across many formats. It needed to bring the company's slogan, "Thriving properties. Thriving neighbourhoods," to life.
THE APPROACH
I started by breaking the FCR brand down into its core principles, then built the concept around one question: what makes a neighbourhood thrive? I answered it with a lively street scene of cyclists, an electric car charging, a streetcar, shoppers and local retailers, all walkable, connected and full of activity. Behind the scene sits a skyline of FCR's key markets, including Toronto's CN Tower, Vancouver's Lookout, Montreal's 1000 de la Gauchetière and FCR's own head office, with a construction crane hinting at growth. At the centre, an open gateway topped with the FCR logo invites people in. I drew everything in Illustrator as clean white line art on FCR's signature green, so the piece stays on-brand and can be scaled, recoloured or cropped for any format.
THE RESULT
The illustration became a flexible brand asset for FCR's national leasing campaign. It appears in window graphics, storefront displays, building banners and other leasing materials. It gives "Now Leasing" signage a distinctive, recognizable look across FCR's properties and reinforces the company's commitment to walkable, connected communities that support local businesses.
