Challenge

Windmill Developments challenged us to create a brand identity and strategy to launch Zibi, the most sustainable, environmentally-friendly, and innovative development project in Canada. The branding needed to take into consideration the geography, language, and heritage of three cultures: Francophone Quebec (Gatineau), Anglophone Ontario (Ottawa), and First Nations.

Insight

Zibi is not “just a condo”. This is a new neighbourhood. A 10-year, award-winning, master-planned community spanning two provinces along the Ottawa River in downtown Ottawa, Ontario and Gatineau, Quebec. Zibi would consist of several residential buildings by a variety of architects, as well as commercial and retail space, several new parks, plazas, and public spaces with waterfront access. The site would remediate and redevelop 37 acres of post-industrial land, combining heritage buildings and new construction. blackiron had to create branding and marketing materials that were appealing to the various cultures, languages, and a sustainably-minded consumer that was looking for something different from other residential offerings.

Strategy

Create a name, brand identity, voice, marketing materials, and an experiential presentation centre that embraced the various cultures, heritage, and sustainable innovation inherent to the site. Be bold and different. Create a neighbourhood brand that Ottawa/Gatineau had not seen before. Develop an advertising, social media, PR, and event plan that appealed to our target market’s sense of innovation and uniqueness using lifestyle and behavioural targeted campaigns.