Oxford Properties came to Vanderbrand with a project that would set a record for the most significant mixed-use development in Canadian history, spanning 130 acres. Square One District will repurpose and transform downtown Mississauga with 37 new towers comprising over 18,000 new residences and class A office buildings, anchored by Square One Shopping Centre. The future Hurontario LRT stop at Mississauga City Centre will provide connections to thousands of commuters travelling back and forth from downtown Toronto.
As a response to a project of this scale, Vanderbrand designed a place brand and launch campaign for Square One District that would communicate Oxford’s vision and commitment to stimulate economic development in downtown Mississauga.
The new identity and graphic program are an important part of the strategy for Square One District. It allows for flexibility across spatial and digital communications, while still feeling inclusive to all arms of the mixed-use development spanning offices, condominiums, retail, and public spaces.
The brand mark for Square One District is set in the clean and modern Neue Haas Grotesk. This typeface was selected not only for longevity, but for the cohesion it brings to a brand designed for the future. The versatility of the primary typeface complements the atypical typographic system where the sans serif typeface is used in combination with the serif Domaine Text to bring vibrancy and optimism to the messaging used for promotional communications.