How we did it.

Giordano

Real Estate

Branding

Giordano is a five-storey luxury rental apartment building in Shaganappi, Calgary, located directly across from the Shaganappi C-Train station at 1403 26A Street SW, minutes west of downtown. With one and two-bedroom suites featuring modern white cabinetry, stainless steel appliances, spa-like bathrooms, open-concept layouts, and a business lounge with fireplace, Giordano was built to attract urban professionals who want a premium rental experience with genuine transit and lifestyle connectivity. Blair and Co. developed the full brand identity for the building, from the GO monogram mark and Live Connected positioning through to the complete stationery, collateral, and brand touchpoint suite.

A rental apartment brand has to work harder than most real estate brands to earn loyalty, because the product itself is temporary by nature. A tenant is not buying a home. They are choosing a community, a lifestyle, and a management relationship they will interact with every day. The Giordano needed a brand identity that made that choice feel meaningful and aspirational, not just practical. The Live Connected positioning grew directly from the building's genuine differentiators: a location across from the Shaganappi C-Train station, quick access to downtown, the University of Calgary, bike trails, restaurants, shopping, and golf, and a building designed around the idea that connection to the city is itself a quality of life feature worth paying for. The GO monogram was developed to carry that positioning visually, functioning as both the initials of Giordano and a symbol of movement, connection, and forward motion. The brand needed to work across every tenant touchpoint, from a business card and a lanyard to a thank you card and a mug, giving the Giordano a consistent and premium presence at every point of contact in the leasing and tenancy experience.

Methodology

Blair and Co. developed the Giordano brand identity around the GO monogram as the primary mark, designed to reference both the building name and the connectivity that defines the property’s positioning. The monogram was built with an interlocking circular structure that suggests connection and continuity, rendered in a bold orange that gave the brand warmth, energy, and immediate visual distinction against the dark charcoal base palette. The orange and charcoal combination was chosen deliberately: professional and premium enough for a building targeting urban professionals, but with enough personality and warmth to feel residential rather than corporate. The Live Connected tagline was set in a clean, modern typeface that complemented the geometric confidence of the monogram without competing with it. The full collateral suite, covering business cards, letterhead, notebooks, lanyards, ID badges, pens, mugs, stickers, envelope, and thank you cards, was designed as a unified system in which every piece carried the same visual standard and reinforced the Giordano brand at every tenant and prospect interaction. The website, also built by Blair and Co., extended the same identity into the digital leasing experience.

Process

Blair and Co. developed the Giordano brand identity through a structured discovery and concept process, beginning with a strategic brief covering the building, the target tenant profile, the competitive rental market in Calgary’s inner-city west, and the brand experience that would differentiate Giordano from other rental buildings at a similar price point. The GO monogram concept was developed and refined before the stationery suite was built, ensuring the mark worked at every scale from a lapel pin and sticker to a full notebook cover before the full system was constructed around it. Each piece of collateral was designed with its specific functional context in mind, with the business card designed for the leasing manager’s first impression moment, the lanyard and ID badge for on-site staff, the thank you card for tenant onboarding, and the mug and notebook as brand touchpoints that kept the Giordano brand present in a tenant’s daily life. The full suite was delivered production-ready, with print specifications coordinated across all pieces to maintain colour and finish consistency.

Outcome

The Giordano launched with a brand identity that gave the building a premium and cohesive presence across every touchpoint in the leasing and tenancy experience, from the first business card a prospect receives to the thank you card that welcomes them when they move in. The GO monogram and Live Connected positioning gave the Giordano a distinctive brand voice in the Calgary rental market, supporting the building’s premium positioning and reinforcing the genuine connectivity advantages of the Shaganappi location at every point of contact. The complete stationery and collateral suite gave the leasing and property management team a professional and consistent brand environment to operate within, reflecting the quality of the building itself in every interaction with tenants and prospects.

Skills Used

Brand Identity Development
Monogram and Logo Design
Brand Positioning
Tagline Development
Stationery System Design
Business Card Design
Letterhead Design
Premium Finish Direction
Rental Property Marketing
Brand Standards

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Brochures & Collaterals

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