MILEBROOK

Distinctions

Discipline : Communication & Branding

Categories : Environmental Design / Branded Environments (Retail & Spaces) : Silver certification

Categories : Environmental Design / Signage, Wayfinding & Murals : Silver certification

Categories : Brand Design / Brand Identity (Creation & Rebrand) : Silver certification

Categories : Brand Design / Logo Design : Silver certification

Categories : Communication Design / Poster & Print Collateral : Silver certification

Categories : Communication Design / Corporate Communication & Publishing : Silver certification

Categories : Communication Design / Digital Content & Social Marketing : Gold certification

Categories : Communication Design / Website, Apps & UI / UX : Gold certification

Categories : Communication Design / Illustration & Typography : Silver certification

Rooted in Montreal's East End, on the "last mile" of Sherbrooke Street, MileBrook draws its name from this strategic location. This peaceful living environment harmonizes urban energy with the serenity of nature. It acts as the catalyst for a profound neighborhood transformation, breathing new vitality into a once-overlooked area to create a vibrant space, characterized by dynamic retail and meticulous architecture.

More than a mere real estate development, MileBrook embodies a bold biophilic vision. The integration of green roofs, lush spaces, and an urban vegetable garden into the daily lives of its residents transcends simple functionality to become a true source of narrative inspiration. From this essential relationship between well-being and nature emerges a brand identity that is soft, luminous, and organic.

At the core of this brand identity lies a powerful and poetic symbol: the butterfly. An essential pollinator, it embodies metamorphosis, freedom, hope and new beginnings. In its image, MileBrook acts as a true urban pollinator, sowing life in its path. The visual signature tells the story of a neighborhood taking flight, where a flourishing community replaces emptiness to bring vital momentum to the environment.

To carry this message of renewal, the typographic choice features lettering with generous and welcoming forms. This approach gives the brand a grounded and approachable personality. Its subtle curves resonate with the fluidity of the butterfly and nature, ensuring a reassuring and elegant presence. Through its rounded shapes, this typography naturally invites gathering and the forging of connections.

The project's color palette was conceived as a subtle bridge between the vitality of nature and the warmth of the built environment. A deep dark green first anchors the brand in a lush setting, symbolizing growth. A warm orange echoes the energy of the new community and the architectural brickwork of the commercial spaces. This earthy and organic encounter is illuminated by touches of mint green, infusing a freshness inherent to the neighborhood's revival. The entire identity unfolds against a soft cream backdrop, unifying the brand with a soothing legibility.

The graphic universe is enriched by a series of finely crafted icons, directly linked to the neighborhood and its attributes. These visual elements reinforce the narrative of the butterfly bringing life to its ecosystem, illustrating the various facets of the project and facilitating communication, all while cultivating a strong sense of belonging.

With MileBrook, brand design transcends mere aesthetics to become the visual manifesto of a living environment in full bloom.

The project in images