Brightwater
Brightwater is an upcoming waterfront development in Port Credit, Mississauga, Canada. The project developers (Kilmer Group, DiamondCorp, Dream, and FRAM+Slokker) collaborated with the Frontier Team to develop an identity that connects Port Credit's history, character, and potential future with a fresh approach to waterfront lifestyle. I collaborated with the Frontier Team to conceptualize and launch the brand identity, expand existing illustrations, and develop the brand guidelines.
Purpose
The purpose of this brand identity is to share the excitement towards a new lakefront development while honoring the existing culture of Port Credit. Prior to joining this project, Frontier conducted community discussions and research into how the existing population feels about the development and what makes this area so special.
We learned that everyone is very proud of Port Credit and is interested in seeing what the future holds for their community. Ultimately, our goal was to learn from the community and implement our discoveries into the design process.
Full Scope Brand Identity.
We were tasked with creating a full-scaled identity developing naming, tone, videography, material design, community outreach and brand positioning.
New Toronto Waterfront Experience.
The majority of the waterfront land in Toronto has already been used in past developments. What makes Brightwater unique is the size of land and that it's amongst the few modern Waterfront developments that bridge the gap between city living and a small-town atmosphere.
Lakeside Community.
Port Credit is a diverse community of ethnicities, age groups, jobs, and aspirations. Brightwater's identity is inspired by the rich greenery, lake views, and the lifestyle of living by the water. The branding focuses on creating scenic experiences through blue tones, minimalism, and nature photography.
Illustration by Marta Ryczko.
Reflection
Brightwater was a very impactful project; it tested my flexibility and understanding of community design. Community is very essential in the design and ultimately, residential development is creating a huge impact whether positive or negative. We as designers must be sensitive and listen to what the community has to say about what they want in their environment because they have to experience it in their daily lives while we might not have to.
Throughout the experience, our team took this into consideration and worked hard to maintain the current culture of Port Credit, and push the tone that our client desired. We also maintain our core philosophy of developing purposeful design.
Technically speaking, this project pushed my ability to create easy-to-understand guidelines and design systems for non-designers as well as adapt to another illustrator’s style.