The main office of Canada Post in downtown Vancouver is a landmark industrial government building constructed in the 1950s that occupies an entire city block. The building is undergoing Canada’s biggest heritage repurposing development: historic elements will be retained while office and residential towers are added and the streetscape transformed. Resonance was engaged to help Bentall Kennedy, one of Canada’s largest real estate investment trusts, create the new development’s story, find a name and create a new identity around it.
In the Development Storyline, Resonance imagined the massive building as a cosmopolitan city within a city, a connector of neighbourhoods, and a link between Vancouver’s past and future. The Post will be the name of the new development, a reflection of the brand equity of the nearly 70-year-old institution. Modern Then Modern Now is the tagline for the project, the positioning that will guide advertising and storytelling on every platform.
Community engagement is underway to ensure that the design of the project aligns with expectations and needs. The brand will be brought to life as construction begins in 2019.