Brand Identity

Oakridge: The Living City

The Challenge

Oakridge is the biggest project to date of Canadian urban developer Westbank: an ambitious urban center of residential and commercial spaces integrating work, living, shopping and recreational spaces. Built in a partnership between Westbank and QuadReal, the challenge of this project was to define a platform that would carefully balance the brands of both clients, as well as explore a visual identity that would be unique to the market & flexible within its core.

The Strategy : What Makes for a Great City?

Building on the works of the Metabolism movement in Japan and prominent urban thinkers like Jane Jacobs - our strategy reimagined future cities not as smart, but as intuitive. The Strategy was summed up in a short, poem-like section entitled: What Makes for A Great City?

The Solution

Vancouver interweaves nature and culture : the only place where a living, breathing city can emerge. A city integrating nature and culture in an ever-changing, organic manner. Over the next five years, the identity of The Living City will manifest into a series of touchpoints and an exhibition that invites all to contribute to the future of its culture through architecture, mobility, fashion, dance and sustainability. The Living City is a cultural hub for around 50 million visitors a year and those who will live, work and play in Vancouver for now and generations to come.