A Global Visionary Creates a Local Community
International developer Grosvenor Americas was entering the suburban city of Brentwood in Burnaby, British Columbia with a vision to transform land that had been occupied by car dealerships into a transit-oriented, master-planned community that would welcome thousands of new residents. Resonance was brought on board to create the positioning strategy and identity to elevate and differentiate the new project from the many competing developments around it.
Resonance conducted market research with both current Brentwood residents and City of Burnaby residents at large to identify current perceptions, needs and aspirations for the district in order to create a larger, more cohesive vision for Brentwood as a vibrant urban district rather than mere suburb. A community center planned for the site gave credibility to a positioning of the dense, multi-tower property as the heart of all of Brentwood, high-end yet approachable. The positioning of Brentwood Block helped prospective residents see Grosvenor, an international developer, as keenly attuned to local wants and needs.
Resonance worked with Grosvenor to create the name and and identity of the development, while placemaking and programming are bringing the curious from other parts of Brentwood to a public art mural initiative, farmers’ market, and “Shop the Block” events—all of which collectively contributed to the future-oriented yet communal feel of the neighborhood.
