TORONTO- DOMINION CENTRE – LIVING ROOF EVENT

THE CLIENT

The Toronto-Dominion Centre is an architectural landmark and a fixture of Toronto's skyline. It has also been at the heart of the city's business core for over 40 years, welcoming 21,000 tenants since its completion in 1969.

The TDC's owner, Cadillac Fairview, began a $500 million revitalization project, including greening their environmental systems, and rethinking their brand and sales strategies.

THE CHALLENGE

To modernize and refresh the centre's core brand, visual identity and customer engagement strategy, bringing new life to a design icon.

THE THINKING

Sometimes, to create something new, you need to reflect the past. To get to the core of the TDC brand, we focused on the essence of the buildings themselves: their modernist architectural heritage.

After extensive research into its history, bmir used the centre’s iconic Mies van der Rohe design as inspiration for the new visual branding system. A whole new family of logo treatments and icons now showcase the centre’s various amenities.

To drive awareness of the revitalization program, bmir developed an elegant – and strategic – advertising campaign inspired by vintage architectural illustrations. With a sophisticated mid-century flair, it made a splash in the Globe & Mail's Report on Business, as well as building signage and print collateral.

To create buzz around the revitalization of the 77 King West tower, bmir created both a new brand identity for the building and its own marketing microsite. The site featured a unique animated timeline that told the history of the address and highlighted the newly developed green features.

Ultimately, it all comes down to building business. To create leads and drive rentals, bmir created a whole calendar of tenant and visitor engagement programs. These included events to grow awareness of the TDC Green environmental initiatives and promotional programs to attract retail tenants.

THE PERFORMANCE

Now in its third year, bmir’s partnership with the Toronto-Dominion Centre has grown to include TDC’s tenant marketing-leasing programs and a whole new range of acclaimed environmental initiatives. In recognition of its creative thinking and results, the campaign earned bmir a Platinum 2011 Marcom Award.