Brand Design, Digital Design | Fitzrovia Real Estate
A heritage-infused brand for midtown luxury living
The Parker brings a fresh sense of luxury to Toronto’s Yonge and Eglinton neighbourhood. Fitzrovia set out to create a brand that felt grounded in its heritage while speaking to the pace and personality of midtown life. I led the identity work and art direction, building a system that pairs Old English richness with modern character. The result is flexible, digital-ready, and strong enough to anchor everything from leasing campaigns to on-site signage.
Business goal:
Establish The Parker as a standout midtown destination with a clear point of view that reflects Fitzrovia’s long-standing commitment to quality and community.
Design/experience goal:
Create a flexible identity system centred on a modernized crest, designed to scale across digital, print, and environmental touchpoints with clarity and confidence.
Role:
Designer & art director
Designed The Parker’s unique photography style and brought it to life through a tailored photoshoot.
Created guidelines and asset libraries that streamlined the full brand roll-out across marketing and leasing teams.
Delivered web-ready components and production assets to support a smooth, cohesive launch across every channel.
The impact
+18%
Pre-leasing growth in the first three months, exceeding early targets.+35%
Lift in social engagement driven by a cohesive visual system and strong photography direction.95%
Brand asset reuse across Fitzrovia teams, showing how well the system scales in day-to-day production.