Sparkling strategy to put a masterplan in the spotlight

Shining Hill is a large, multi-phased masterplan on the border between Aurora and Newmarket. The challenge was to create a meaningful communications platform for a varied product offering to a broad and diverse audience, from first-time buyers to downsizers. The nature of the development and the target demographic meant appealing to a multi-generational audience from Boomers down to Centennials over a 10-15 year period until completion.

The solution required an overarching community positioning strategy and a masterbrand that could be appreciated by all, without offending or alienating any target group. The strategy needed to have longevity for the entire sales period, and allow for future sub-branded neighbourhoods that are specifically targeted within the community. A classical identity and campaign theme to stand the test of time and to deliver a sense of sophistication was created: contemporary but not overly modern, elegant but not opulent, and joyful without being excessively youthful.