Daily insights for city builders, delivered every morning at 6 AM ET. I’m Brandon Donnelly — a Toronto-based real estate developer and founder of Globizen. I’ve been writing here since 2013.
The Project Bench team spent the last several weeks capturing photos and videos of Canada’s largest wine region — the Niagara Benchlands (link is to the official tourism website). And today I’m excited to share that we’ve launched our own new placemaking website called On the Bench.
The purpose of the site is to help celebrate the region. There’s also some very preliminary information about Project Bench. In our humble opinion, we don’t feel that the Benchlands region receives the attention that it clearly deserves. More people are familiar with Niagara-on-the-Lake and Niagara Falls, especially globally.
The Bench is a distinct area, with its own unique character and with more — and arguably better — wineries. This v1 website is the start of us working to demonstrate this. So if you’re a local business or community member that would like to collaborate with us on this overall initiative, we’d love to hear from you.
To join the Bench community and be first to learn more about Project Bench, email subscribe at the bottom of the page, and follow us on Instagram and X.
We have been working with Vanderbrand for many years. They are the creative agency behind both Junction House and One Delisle. We love the work that they do. It’s beautiful, and they have always managed to get our vision behind each project.
In the case of Junction House, we wanted something clean and simple that at the same time responded to the creative edginess of the Junction neighborhood.
And in the case of One Delisle, we wanted something elevated but that wasn’t traditional or typical. One Delisle is all about pioneering architecture and the brand needed to reflect that (we ended up creating our own typeface that will be carried through into the completed building).
If you’re interested in learning more, Vanderbrand has just updated their website to include a full “case study” on One Delisle. You can check that out over here. Below are a few of my favorite images.
This is an interesting article by Ben Schott of Bloomberg talking about how “debranding is the new branding.” In it he argues that for reasons of fashion, tech, and other factors, many or perhaps most brands seem to be shedding detail and depth in their brands/logos and moving toward simplicity and flatness. He calls this debranding (which doesn’t quite feel like the right word to me.)
Countless examples are provided ranging from Burger King and KFC to Saint Laurent Paris and Diane Von Furstenberg. In all cases, their logos and lockups went from elaborate to minimal. And in some cases, names were deliberately shortened. Kentucky Friend Chicken, as you all know, became KFC, largely because “fried” was becoming an undesirable reference.
The same is also true for newer brands that have no history of elaborate logos. As I was reading through the article, I started thinking about some of the project brands that we have created over the years. Here is our logo for Junction House (crafted by Vanderbrand):
Some of this is certainly about fashion. At this point, overly detailed logos feel a bit cartoonish and antiquated. Clean and minimal is pretty much what you want today. Slate’s logo went through a similar transformation over the years and is now, as many of you know, a black box with white text.
Another part of this is that logos and brands now need to live in so many different locations from favicons and mobile apps to business cards and social media profile photos. Sometimes you just don’t have enough real estate to show a lot of detail.
Simplicity can also signal strength. Starbucks is perhaps a good example of this. Initially their logo spelled out Starbucks Coffee. But now we all associate their green nautical-inspired sea lady with Starbucks Coffee and so those words are no longer necessary. This kind of brand equity, of course, takes time to build.
Fashion label Off-White is another interesting case study that I wrote about a few years ago, over here. What they have managed to do is take simple and mundane things like quotation marks and really own them as part of their brand. Put any word in quotation marks on a t-shirt and you’ll have me thinking it’s a $315 Off-White tee.
Toronto will soon be home to One Delisle — the first residential building in Canada designed by visionary architect, Jeanne Gang of Studio Gang.
Jeanne Gang is known for challenging the stylistic and technical parameters of architecture. Named one of the most influential people in the world by TIME 100 in 2019, Gang is a MacArthur Fellow and a leading advocate for gender equality in the field of architecture and design.
Gang and her eponymous studio are responsible for some of the world’s most diverse and compelling buildings and spaces. One Delisle, as seen in the rendering above, will break from convention and refresh Toronto’s skyline. The rhythmic exterior maximizes natural light, views, and outdoor living for residents.
One Delisle was revealed this evening for the first time to a select group of Toronto’s top real estate brokers. Follow #onedelisle on IG for some of the reactions. It was done online via a livestream, which was exceptional for what it was, but is obviously not as great as being in one room together. That time will return.
At this point, we are thrilled to announce that we are opening up “limited registration” for the project. If you’d like to register your interest, you can do that now at onedelisle.com. However, to register at this phase of the project, you’ll need to pay a one-time fee of C$150.
Why are we doing that?
We’re doing it to ensure that those who are genuinely interested in a One Delisle residence get first access to the project when it launches next year. Anyone who registers during this “limited registration” phase will be guaranteed a private appointment at our sales gallery before the general public.
So what else do you get?
In addition to first access — including first access to the project’s terrace suites — limited registrants will receive a copy of Studio Gang: Architecture (retail price, US$100), an invitation to our One Delisle Film Series, an invitation to our launch event (including a talk with Jeanne Gang), as well as other exclusive news and updates.
The other thing I’d like to point out about the project’s website is that the animation you see on the homepage (pictured above) will, in fact, change depending on the time of day wherever you are and when you visit the website.
This allows you to get a feel for how the architecture might respond to light and shadow throughout the day and how it might be illuminated at night. What you’re seeing above is an artist’s impression of that night view.
For more information and to register your interest, visit onedelisle.com.
A simple registration page is now live for our upcoming Junction House (condo) project. We also got this neat sign made:
Of course, eventually there will be a full website, but this is for people who want to get on the early registrant list and tell us what they are looking for in a new home. Early registration. Early access to suites.
We’re thrilled with the way the overall brand & identity is coming together for Junction House and we think it reflects the architecture and our project ambitions.
