The Charlotte is living proof that intelligent branding and beautiful design is the winning formula in every location. When we earned the opportunity to take on this 197-suite condominium project in Ottawa’s Sandy Hill neighbourhood, our first steps involved a deep dive into the demographics, community and market particulars that would inform the vocabulary of the brand we would create for Richcraft’s newest condo. Our extensive research led us to conclude that our buyers would be youngish professionals working in downtown Ottawa; singles and young couples primarily looking to buy into a market starting to take off in terms of pricing.

Located at Rideau Street and Charlotte Avenue, the name The Charlotte was a natural. We created an illustrative, approachable brand that depicts The Charlotte as an aspirational yet affordable lifestyle, and we promoted its location, amenities and value to our identified target market. We established a storybook theme that portrayed The Charlotte as a “Novel Addition to Sandy Hill”, with language and content that enhanced the lifestyle experience. Through a strong signage campaign and pre-opening advertising calling for registrations, a robust data base of registrants provided the opportunity to tease and drip information. We also designed an innovative broker campaign, something not generally pursued in new sales in Ottawa, that got key brokers onboard with the project.

The upshot was an exciting preview opening to both brokers and registrants separately; resulting in strong sales and sustained buzz.