Historically known as the Boot District, Calgary’s Beltline is a re-emerging neighbourhood unlike anything else downtown. The goal for SODO, an ambitious mixed-use development by QuadReal Property Group, was to create a brand that represented the epic scale of the project while also celebrating the surrounding district as a whole. It combines a living experience with purpose-built rental, a hotel from Marriott and street-level retail and dining. The project presented a unique opportunity to raise the cultural capital of the district and instill pride in the residents. For FAC, this was an important and necessary contribution to placemaking in the city.

Our team worked with QuadReal and MLA Canada to create an overarching concept, name, brand identity and campaign rollout for the larger development while also developing the name and brand for Stable, a coffee and wine bar on the ground floor of the site. An extensive photography campaign showcased an elevated rental experience in Downtown Calgary through lifestyle images of amenities and living spaces. Print materials were created in two unified yet distinct pieces: one that conveyed the product and amenity story, and another that introduced the real-life characters that give the Beltline its personality. We also helped to establish a brand-driven and functional website design built on an online rental platform developed by Yardi Systems.