When people are looking for a new home they are actually looking for more than just four walls. They are looking for a change in their lives. A change for the better.
After a detailed research on the target audience, it was established that the people of this category are energetic, career oriented professionals in pursuit of a successful future and personal fulfillment.
So the objective of the campaign is to understand what kind of change the target audience is looking for and show that Minto condos can help them achieve their goals.
Based on the aspirations of the target audience, three slogans were created:
Unlock your future.
Unlock your potential.
Unlock your lifestyle.
Supported by a subtitle:
Minto condos—built to inspire.
All the three slogans appeal directly to the objectives of the target audience and tie together the idea of unlocking a door to their new Minto condo with the idea of success, inspiration and bright future.
The message, look and feel work strongly together to stimulate the viewers’ interest presenting the solution for their needs.
The powerful combination of magenta and indigo colours helps create an encouraging and bold look presenting Minto as a company for aspiring and modern people.
Font choice was driven by the minimalistic and modern approach that would look attractive to the target audience.
The image of the key in the centre of a vibrant and colourful city landscape create a powerful impact, an excitement and desire to get this key and get access to new opportunities and exciting future. The key in the leading position also symbolizes a strong and determined person to which the target audience would like to relate.
The bright and strong watercolours introduce a vibrant urban life of Ottawa suggesting a dynamic lifestyle and inspiring location and community. The overall design connects to the target audients on the all levels, showing them the big picture, and persuades them that with Minto condominiums they can achieve what they are looking for.