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Arch Lofts

Case Study

A modern heritage redevelopment meets a modern heritage rebrand.
Arch Lofts


To rebrand and relaunch a Toronto condo redevelopment that involves the adaptive re-use of an old Church by Windmill Developments.
Arch Lofts


The original name of the project included references to the Church and terms with religious connotations, which were to be avoided in the rebranding. The project was in a well-connected, older neighbourhood that was very proud of its heritage and the architectural significance of the Church. blackiron wanted to create a brand that was authentic to the local community, while giving it a more modern, contemporary edge that appealed to the artsy/urban professionals that were the target market.
Arch Lofts


blackiron developed a name and logo, which references the window arches in the Church, as well as the key community connection point of the nearby pedestrian bridge. The look and feel of the all-new marketing materials was still true to the neighbourhood and the adaptive re-use of the Church. blackiron relaunched the project through targeted digital and social media campaigns and signage, and was met with overwhelming anticipation and demand for the project.


Renderings by Pureblink


Over 2000 registrants in less than 4 months

All available units sold out on opening weekend

“The Arch Lofts campaign had both tight timelines and tight budgets. The blackiron team was responsive, creative, and agile. We consistently exceeded our registrant targets, and had to keep setting the bar higher.”

Rodney Wilts

Partner, Windmill Development Group, Ltd.

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