Thank you for considering Threshold’s submission for the Muse Creative Awards in the Outdoor Advertising/Signage category. This submission details the signage our team created for a townhouse development in Kitchener, Ontario called Aria Towns. The overall brand of Aria Towns was created to be vibrant and appealing to young, active families looking to move to one of Southern Ontario’s fastest growing areas. Heavy emphasis was put on promoting the location and natural amenities nearby. We took these key attributes and created a brand based on the concepts of new beginnings and a love for the outdoors. The name Aria was chosen based on its Latin meaning of open spaces, and was paired with a cheerful, saturated color palette and loose, freeform script to create the impression of a breath of fresh air. We set out to create design collateral for Aria Towns that would feel fresh, friendly, and approachable, a break from the many luxury-positioned developments in the area that rely on the ideas of exclusivity and grandeur to appeal to potential buyers. This approach helped to differentiate Aria Towns and successfully connected buyers with the developer, city and property. On its initial sales launch day, Aria Towns sold more than 80% of its units. When creating a series of on-site signage that would promote the development and guide foot traffic to the entrance to the sales center, we chose designs that would tell potential buyers the story of what their life could be at Aria Towns. Each sequential sign illustrates a piece of this story, complete with bright, eye catching colors, playful graphics, and photographs depicting authentic joy and enjoyment of life. Along the way, we also emphasize the outdoor spaces, active lifestyles, and airy heights that set Aria apart from its competitors and resonated with our target audience.
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