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 clear brand foundation rooted in the unique lifestyle of the Beltline. Our research and strategy work identified key audience segments—young professionals, creatives, vibrant empty nesters, and relocating professionals—all looking for a mix of style, convenience, and connection.
From there, we developed a bold, modern brand identity system that reflected the raw-meets-refined aesthetic of the building itself: concrete meets velvet, glass meets steel. The tone of voice was crafted to be confident, creative, and community-focused—mirroring the spirit of the neighborhood and the tenants who would 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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