Real Estate & Retail
Graphic Design | Brand Identity | Wayfinding | Art Direction | Web Design | Merchandising
OBJECTIVE & CHALLENGES:
Cadillac Fairview (CF) aimed to create a brand identity for CF Marché des Promenades, an Eastern Townships-inspired indoor farmer's market located within CF Promenades St-Bruno, Montreal. The goal was to encapsulate the region's diverse communities and farm-to-table experiences while referencing the Cadillac Fairview brand and setting a visual standard for future food markets. The challenges were to:
Create a brand identity that reflects the local communities and farm-to-table experiences while referencing the Cadillac Fairview brand.
Satisfy the needs of multiple stakeholders, including local shoppers, retail clients, and corporate objectives.
Set a visual standard that can be applied to future food-based developments across Canada in major retail centers.
DESIGN SOLUTION:
As CF's in-house creative lead, I spearheaded the creation of CF Marché des Promenades brand identity, including narrative development, design elements, website, wayfinding, and architectural retail style guidelines. The brand identity leveraged cultural touch-points to reference farm-to-table experiences and local communities while maintaining a cohesive visual language that aligns with the Cadillac Fairview brand.
The CF Marché des Promenades logo and icons were developed through multiple iterations to ensure they met the project's original aesthetic and corporate objectives. The Wayfinding & Visual Style Guide included artistic line drawings, hand-drawn type, graphic elements, and curated iconography, creating a cohesive market environment that reflected the local culture and cuisine.
The brand identity emphasized community and gathering, merging the idea of a contemporary market with a love for food. The narrative focused on Québec's South Shore and Eastern Township communities, highlighting local culture and cuisine to create a unique and authentic brand experience.
ROLE AS DESIGN LEADER:
As the in-house creative lead for CF Marché des Promenades, I played a pivotal role in conceptualizing and executing the brand identity, narrative development, and design elements. I collaborated with multiple stakeholders to ensure the brand identity reflected the local communities, farm-to-table experiences, and Cadillac Fairview brand while meeting corporate objectives. My role involved overseeing the design process, from logo development to the Wayfinding & Visual Style Guide, and ensuring a cohesive and authentic brand experience.
This project culminated in a published book designed for prospective retailers ahead of opening, as well as setting the brand standard for future food-based developments across Canada in major retail centres. The project successfully opened in Fall of 2021.
The CF Marché des Promenades brand identity successfully launched in Fall 2021, setting the standard for future food-based developments across Canada in major retail centres. The brand identity not only reflects the local communities and farm-to-table experiences but also references the Cadillac Fairview brand, satisfying the needs of multiple stakeholders and corporate objectives.
The project culminated in a published book designed for prospective retailers, showcasing the brand identity and setting the brand standard for future developments. CF Marché des Promenades has become a vibrant and engaging destination, bringing together local communities and fresh farm-to-table foods and products within CF Promenades St-Bruno, Montreal.
Designed to promote the idea of community and gathering, the brand identity merged the idea of a contemporary market and the love of food.
The narrative was supported by focusing on Québec’s South Shore and Eastern Township communities, with a spotlight on local culture and cuisine.
