For every resident: Vanderbrand’s rebrand for development company Resident puts people first

Resident, previously known as Plaza Partners, is a pioneering real estate company that invests in, as well as builds and develops properties. With a forward-thinking outlook, the firm is dedicated to creating quality homes and fostering a sense of community. Striving for a resonant brand image reflective of who they are – “a company that prides itself on a people-first approach” – they sought the expertise of Toronto neighbours and full-service creative agency Vanderbrand who developed a new name, corporate website, and identity. The new name, ‘Resident,’ aims to emphasise the company’s human-centric slant and its commitment to creating liveable communities.

“Our process differs from project to project but is ultimately informed by strategy,” Creative Director Anna Vander Herberg explains. “We always present a myriad of creative solutions for each client and identity; in this case, we realised that a refined and concise brand is what best reflects the client and the company.” The resulting visual language reflects a minimal yet authentic aesthetic, capturing Resident’s ethos in a precise and distinctive manner. “We have imbued Resident with its own unique character in subtle ways – through language and tone, creative direction of visual content, and typography in print and digital applications,” Vander Herberg notes.

The look centres on a wordmark-forward treatment and a typographic direction that establishes a distinct yet human brand voice. Vanderbrand decided on Surt and Selecta for their strong and defining characters, which complement the brand’s ethos. “We studied the letterforms within the word Resident and agreed that we wanted a wordmark that included a strong and defining ‘R’ glyph,” Senior Designer Olivia Rohner explains. “Surt by Blaze Type was an obvious choice for this reason. The ‘R’ is so emblematic that we have defined use cases for it to become a secondary, supporting brand mark.” Surt’s distinct and brutalist characters required a complementary humanist counterpart to complete the typographic voice. “Selecta by Maxitype was chosen for its geometric forms, tall x-height, and comfortable legibility,” she adds.

As part of a larger brand strategy, the new wordmark promotes immediate recognition and understanding of Resident’s new identity, while forming a foundation for strong brand recognition in the future. “Our long-term strategy involves introducing the secondary brand mark in a more defining capacity over time,” says Vander Herberg. “The transition to a more emblematic brand mark in the long term reflects a planned evolution as Resident becomes more established in the market.”

Likewise, longevity and flexibility are the tenets behind the identity’s black-and-white palette, allowing visual assets to take centre stage. Vander Herberg details their process, explaining that the strategy involved showcasing visual imagery like photography and videography, ultimately allowing the properties, communities, and residents to create authentic and distinct palettes for each project that Resident completes. “This approach ensures a versatile and adaptable visual language that resonates with the various neighbourhoods and the people who reside there,” she concludes.

Vanderbrand

Resident