When the world changed how we lived, home had to change with it.
Elements Condominiums began with an idea for a new Pratt Homes community in southeast Barrie, along with one standout feature: oversized four-season solarium balconies designed to give residents more living space and a stronger connection to the outdoors.
Coming out of the pandemic, that idea felt particularly meaningful.
People had spent more time inside their homes than ever before. Living spaces suddenly needed to do more, and our relationship with nature, fresh air, community and personal well-being had taken on new importance.
What started as a conversation about how a condominium should feel became the strategic idea that helped shape the community itself.
Through our Define Before Design® process, we supported them with:
- Define Before Design® Sessions
- Brand Experience Strategy
- Naming
- Tagline Development
- Logo Design
- Visual Brand Identity
- Content Writing
- Website Design / Development
- Social Media Graphics
- Printed Marketing Materials
- Email Marketing
- Signage
The Challenge
The original concept for the development was centred around its solarium balconies and was initially being explored under the name Solarium.
Pratt Homes knew they wanted the project to feel different. The owner frequently referenced the experience of Miami’s 1 Hotel, a space known for its warm, natural environment and ability to make guests feel connected to the outdoors.
The feeling was clear.
The reason behind it was not yet defined.
Our challenge was to uncover what made that experience so compelling and translate it into a meaningful concept for a residential community in Barrie.
This was also happening immediately following a period when people had experienced their homes in an entirely new way. After lockdowns, smaller living spaces could feel restrictive, and access to nature, outdoor space and community had become more valuable than ever.
We saw an opportunity to create something much bigger than another condominium development.
Our Approach
Our research led us to biophilic design, an approach based on our inherent human need to connect with nature and the positive impact that natural environments can have on health and well-being.
That discovery changed the direction of the project.
Rather than building the story around one feature, the solarium balcony, we developed a broader concept around our connection to nature and its four elements:
Water. Fire. Earth. Air.
From that strategy came the name:
Elements.
The concept then began influencing much more than the marketing.
Water features were incorporated into both the interior and exterior environments. Fireplaces and outdoor fire pits created warm social spaces. Green roofs, gardens, natural materials and a living tree brought earth and plant life into the experience. Enhanced air filtration and individual water filtration systems brought the concept directly into each residence.
The four-season glass solarium balconies connected residents with changing weather and seasons throughout the year, giving them additional living space and a way to experience the outdoors without leaving home.
The common areas were also designed to extend life beyond the individual suite. Landscaped gathering spaces, waterfalls, natural stone and fire features gave residents places to connect, relax and spend time outside.
Even the public art became part of the story, with kinetic sculptures by renowned artist Ron Baird interpreting the natural elements and bringing movement to the community.
What started as a brand strategy was now influencing architecture, landscape design, amenities, art, messaging and the resident experience.
The Outcome
Elements became much more than a name for a condominium development.
It became the central idea that connected the entire community.
A project that could have been marketed primarily around layouts, finishes and solarium balconies became a story about well-being, nature and a different way of experiencing home.
The brand gave Pratt Homes a clear framework for making decisions throughout the development. Every new feature could be considered through the lens of the Elements concept, creating a more cohesive experience from the first marketing piece to the spaces residents would eventually live in.
Most importantly, the strategy moved beyond communication and into the physical product itself.
The naming and brand concept helped inspire features that residents could see, touch and experience every day.
That is what made Elements such a unique branding project for us.
We did not simply create a story around what was being built.
The story helped shape what was built.
