Mansfield — The price of a masterpiece should not be a secret
Client:
BRIVIA GROUP
Brand Identity
Campaign
Mansfield — The price of a masterpiece should not be a secret
Client:
BRIVIA GROUP
Brand Identity
Campaign
About the project
Situated on the historic site of the former Loews Theatre the Mansfield represents a unique convergence of heritage and modern luxury in downtown Montreal. The real estate development required a strategic brand restructuring to overcome market hesitation and align its perceived value with its ambitious financial positioning. We were commissioned to rebrand and create a narrative that would justify the premium investment required to live in such a distinguished address.
Situated on the historic site of the former Loews Theatre the Mansfield represents a unique convergence of heritage and modern luxury in downtown Montreal. The real estate development required a strategic brand restructuring to overcome market hesitation and align its perceived value with its ambitious financial positioning. We were commissioned to rebrand and create a narrative that would justify the premium investment required to live in such a distinguished address.
Situated on the historic site of the former Loews Theatre the Mansfield represents a unique convergence of heritage and modern luxury in downtown Montreal. The real estate development required a strategic brand restructuring to overcome market hesitation and align its perceived value with its ambitious financial positioning. We were commissioned to rebrand and create a narrative that would justify the premium investment required to live in such a distinguished address.
THE APPROACH
We executed a creative pivot that transformed the conversation around cost into a statement of exclusivity and worth. The concept positioned the property not merely as a residence but as a collectible work of art. We drew a parallel between the rarity of the units and the timeless value of artistic masterpieces by blending classical imagery with architectural renderings. The campaign operated with radical transparency by asserting that the value of true excellence is something to be displayed with pride rather than concealed.
We executed a creative pivot that transformed the conversation around cost into a statement of exclusivity and worth. The concept positioned the property not merely as a residence but as a collectible work of art. We drew a parallel between the rarity of the units and the timeless value of artistic masterpieces by blending classical imagery with architectural renderings. The campaign operated with radical transparency by asserting that the value of true excellence is something to be displayed with pride rather than concealed.
We executed a creative pivot that transformed the conversation around cost into a statement of exclusivity and worth. The concept positioned the property not merely as a residence but as a collectible work of art. We drew a parallel between the rarity of the units and the timeless value of artistic masterpieces by blending classical imagery with architectural renderings. The campaign operated with radical transparency by asserting that the value of true excellence is something to be displayed with pride rather than concealed.
The Result
This confident repositioning successfully generated immediate momentum and renewed interest in the development. The campaign effectively shifted public perception from a transactional focus to an appreciation of a curated lifestyle investment. The execution reconnected the brand with a sophisticated audience of culture enthusiasts and validated the premium positioning of the project. This new narrative successfully distinguished the development within a crowded market and garnered industry recognition for its distinct visual direction.
This confident repositioning successfully generated immediate momentum and renewed interest in the development. The campaign effectively shifted public perception from a transactional focus to an appreciation of a curated lifestyle investment. The execution reconnected the brand with a sophisticated audience of culture enthusiasts and validated the premium positioning of the project. This new narrative successfully distinguished the development within a crowded market and garnered industry recognition for its distinct visual direction.
This confident repositioning successfully generated immediate momentum and renewed interest in the development. The campaign effectively shifted public perception from a transactional focus to an appreciation of a curated lifestyle investment. The execution reconnected the brand with a sophisticated audience of culture enthusiasts and validated the premium positioning of the project. This new narrative successfully distinguished the development within a crowded market and garnered industry recognition for its distinct visual direction.
Creative Direction
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Art Direction
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Project Manager
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Account Director
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Paul Barbin
Antoine Énault
Noémie Lambertini
Olivier Caron
