PROJECT:
LUXURY REAL ESTATE WEBSITE REBRAND
INVOLVEMENT:
REBRAND, WEBSITE
89 Avenue
overview.
89 Avenue is a bespoke luxury condominium development by Armour Heights, located in the heart of Yorkville, with residences starting at $6M. The challenge was to elevate the brand while preserving existing brand equity, refining the look and feel without changing the logo.
The vision was to position 89 Avenue as timeless and quietly luxurious, allowing craft, architecture and process to speak louder than embellishment.
role & approach.
I led the brand refresh as a hands-on design lead, focusing on restraint, clarity and storytelling through craft.
The visual strategy centred on process and precision. Elegant hand-drawn illustrations were used as a starting point, transitioning into refined architectural and interior renderings to highlight the calibre of the designers and the bespoke nature of the residences. A restrained black-and-white palette reinforced sophistication while ensuring the architecture remained the hero.
Key focus areas included:
Elevating the brand without disrupting recognition
Using process-driven visuals to communicate craftsmanship
Designing with restraint to support a timeless luxury position
execution & impact.
The refreshed identity was applied across the brand experience, including a redesigned website with a dynamic homepage introduction emphasizing the building’s exterior and vertical presence.
By removing unnecessary embellishment and focusing on form, material, and process, the brand communicates elegance and confidence. The result is a cohesive, refined identity that positions 89 Avenue as a bespoke, high-calibre residential offering aligned with Yorkville’s luxury market.
