When Anthem came to us with their new project, we quickly realized that this wasn’t just an opportunity to brand a new project and masterplan, if we did it right, it could define a new part of Vancouver. Our approach to positioning SOCO was unconventional, instead of giving it a conventional marketing positioning, we created a visual and messaging framework that can be used to communicate what we want, whenever it is required, for the duration of the masterplan.The brand we developed for SOCO to date is unequivocally bold and distinctive. Designed to break from the norms of real estate marketing, it is abstract in its style, inherently adaptable in its approach, and contains within it the capacity to evolve over the lifetime of the masterplan.