June 21, 2012
The vision of development company Remington Group, Downtown Markham is an opportunity to create a community from literally the ground up. Remington Group’s model for the Downtown Markham were the piazzas of Europe – a central place where people can live, shop, dine, and share in the energy of this exciting, dynamic community.
The Remington Group recognized that the only way to maintain the integrity of this cultural mosaic they were trying to create was to create a brand that united the multiple stakeholder groups needed to build Downtown Markham’s residences, retail experiences, entertainment venues and restaurants. Parcel was engaged to establish a standard program to establish this foundation on which the Downtown Markham could flourish. This included re-working the identity so it more clearly captured the distinct cultural mosaic the Downtown Markham brand represented so it could be applied more creatively in diverse marketing materials. An easy-to-follow brand standards program was then designed to ensure internal and external partners both understood the unique attributes of the Downtown Markham brand, and were well equipped to use it in ways that reinforced the creation of this urban piazza.