Minto Group Inc., one of Canada’s most prominent development companies, built what was known as the Bayshore community in the west end of Ottawa in the 1960s. Its 7,000 residents live in over 2,500 rental units in apartment buildings, town homes and garden homes, spread over an area roughly half the size of downtown Ottawa. Ferguslea Properties Limited, the owner since 1997, decided to revitalize the community, investing in building upgrades, improving the overall infrastructure, and increasing the safety of the community, as well as initiating a number of “green” initiatives. The neighbouring areas, as well as the shopping centre across the road, are called Bayshore – all resulting in confusion and an undefined brand. This case study describes the brand identity we created for Accora Village.

1. methodbranding.com
Accora Village
A new bran d for a revi ta li zed com m un i t y
Capabilities applied
Brand audit
Brand strategy
Brand architecture
Brand naming
Brand identity design
Brand implementation
Brand identity standards
Launch date
2011
Sector
Real estate
The situation
Minto Group Inc., one of Canada’s most prominent development
companies, built what was known as the Bayshore community in
the west end of Ottawa in the 1960s. Its 7,000 residents live in
over 2,500 rental units in apartment buildings, town homes and
garden homes, spread over an area roughly half the size of
downtown Ottawa. Ferguslea Properties Limited, the owner since
1997, decided to revitalize the community, investing in building
upgrades, improving the overall infrastructure, and increasing the
safety of the community, as well as initiating a number of “green”
initiatives. The neighbouring areas, as well as the shopping centre
across the road, are called Bayshore – all resulting in confusion
and an undefined brand.
Actions
A detailed site audit and communications audit was our first step
in the process. It not only served as the catalog of materials and
signs that had to be rebranded, but the report also contained a
number of recommendations and identified opportunities to
create a stronger brand. We worked as part of the brand team that

2. reviewed everything from service standards to signage, from
web site designs to uniforms. Other members of the brand team
included the owners, property managers, a former Minto
executive, a brand coach, a senior member of a global public
relations firm, as well a local design firm.
We created a logo for the new community name, and extended
the logo to the recreation centre, and building names. Town
home and garden home clusters were named, as were a number
of pedestrian pathways. Signage has been designed to create a
sense of community and also to delineate a unique space for
Accora Village. The signs not only identify buildings, they create
a sense of place and a unique community. Recognizing the
diverse nature of the community, a series of over 80 safety and

3. information icons have been developed as part of the signage
system. These icons help ensure that residents and visitors enjoy
the community safely, even if their first language is not English
or French.
The identity system covered all marketing communications,
advertising, stationery and promotional materials. As part of
the launch activities, a brochure package, banners, an event tent
and a variety of promotional gifts were produced.
Results
Residents embraced the new brand, sensing that they were
not just renting a dwelling, but were part of a community with
a real spirit and identity. Staff became enthusiastic brand
champions, sharing the Accora Village brand story to residents
and non-residents alike. The vacancy rate is lower than in other
Ottawa properties.

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