Rail District

Our mission was clear: to create a brand that seamlessly melded the echoes of the past with the aspirations of the future. Drawing inspiration from the rich heritage of downtown Abbotsford, we embarked on a journey of collaboration and creativity to breathe life into this master planned community.

Infinity's vision for The Rail District was one of unity. The railroad, with its nostalgic charm and historical significance, became the central motif that would guide our creative direction in naming it "The Rail District."

Launching The Rail District required us to craft a brand identity that both honoured its past and showcased its future potential. To name and brand the various neighbourhoods within The Rail District, we drew inspiration from geographical landmarks, ensuring each area had its own unique identity that would complement the grand tapestry of The Rail District. From the historic significance of the railway to modern-day achievements and innovative initiatives, our editorial platform provided a space to capture the essence of The Rail District's journey. By integrating an editorial platform, which was quite pioneering for its time, The Rail District not only became a physical space for living but also a virtual destination for cultural exploration and community interaction. The stories shared on this platform transcended the confines of time, connecting past, present, and future residents through a shared sense of identity and purpose.

Collaborating closely with Josh Vanderheide, the visionary behind Field House Brewing Co. and a passionate advocate for Abbotsford, we delved into the soul of the community. This understanding guided our efforts in shaping The Rail District's community brand, ensuring that every creative element resonated with the aspirations and character of the city. Our creative campaign featured captivating illustrations and videos by local talents who understood the heartbeat of the community. Retailers, a vital part of the community, were showcased through video profiles, highlighting their commitment to the neighbourhood's growth. By creating a story-driven brand, we ensured a continuum of community engagement. Complementing this, a mural depicting the community's map proudly adorned a prominent space, symbolizing the fusion of artistry and aspiration. This fusion of creativity extended seamlessly to the meticulously branded elevations and the presentation centre, ensuring a uniform and immersive experience across all interactions.

In order to convey the unique and diverse townhome offering within the masterplan, we collaborated with Infinity and Momentum Realty Inc. to create the Abby Townhome series. Our team designed the main logotype for the collection and the accompanying icon system that highlighted different design features to complement distinctive lifestyles for five styles of townhomes.

The Rail District stands as a testament to the epic scale of transformation achievable through a well-crafted brand. From reimagining railways to fostering a sense of unity, The Rail District will be home to a thriving community that encapsulates the past, present, and future of downtown Abbotsford.