The Challenge
Defining the identity of Canada's most ambitious urban development.
Oakridge represents Canadian developer Westbank's most significant undertaking — an extensive mixed-use urban development combining residential, commercial, work, and recreational facilities. The project required balancing two client brands while establishing a distinctive visual identity suitable for the market.
The Strategy
What makes for a great city?
Drawing inspiration from Japan's Metabolism movement and urban theorist Jane Jacobs, the approach reconceptualized future cities as "intuitive" rather than "smart." A poetic framework titled "What Makes for A Great City?" guided the strategic direction.
The Solution
An organic, evolving identity rooted in Vancouver's nature and culture.
Vancouver's unique blend of nature and culture inspired an organic, evolving identity. Over five years, the Oakridge brand will manifest across multiple touchpoints and exhibitions encouraging public participation in cultural development through architecture, mobility, fashion, dance, and sustainability initiatives. The Living City anticipates 50 million annual visitors while serving residents and workers.
