River District by Wesgroup is a complete neighbourhood located on 130 acres along the shoreline of the Fraser River. This ambitious project included a town centre, public plaza and an eclectic mix of retail, restaurants and residential. Wesgroup asked FAC to take over the brand and design for the project and overhaul the branding that was already in place. Because the existing identity was tied primarily to the masterplan, it primarily spoke to the overarching community vision and story of the future. We partnered with Wesgroup to revisit the branding and fortify it with a comprehensive strategy that could roll out a flagship campaign for four distinct buildings. We also created a naming platform focused on the launch of the main town centre for the new masterplan community.