Western Securities engaged Swank Collective to bring their newest residential development—Fourth Street Lofts (4SL)—to life with a full marketing rollout. Located in Calgary’s vibrant Beltline district, 4SL needed to stand out in a competitive downtown rental market. The goal: create a complete, compelling brand and marketing presence from the ground up, one that would appeal to a style-driven, urban demographic while remaining authentic to its local, artful community roots. From brand strategy to website launch, every touchpoint needed to feel cohesive, confident, and elevated.
We began by establishing a strong brand foundation rooted in the unique lifestyle and energy of the Beltline. Through research and strategic exploration, we identified key audience segments—young professionals, creatives, vibrant empty nesters, and relocating professionals—all seeking a blend of style, convenience, and community connection.
From there, we developed a bold, modern brand identity system that captured the building’s raw-meets-refined aesthetic: concrete meets velvet, glass meets steel. The logo draws inspiration from iconic Calgary elements—sunny skies, lush greenspaces, and a touch of purple as a nod to Lilac Fest—while also serving as a visual metaphor for the building itself. The tone of voice was crafted to be confident, creative, and community-minded, reflecting both the neighborhood’s character and the future residents who will call 4SL home.
With a fully realized brand, marketing strategy, and suite of launch-ready materials, 4SL entered the Calgary market with a bold and cohesive presence. Every element—from the clean lines of the logo to the storytelling on the website—was designed to reflect the energy, style, and authenticity of this unique property.
Swank Collective not only helped define the 4SL brand—we equipped the Western Securities team with the tools and strategy to bring it to life across every platform. The result is a vibrant, compelling identity that resonates with the people 4SL was built for.
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