Triumph Condominiums
Work Ends. Dreams Don't.

The Background

There were several challenges in establishing the positioning for this project: A) we were introducing two products to market at once (homes in Florida & condos in Schomberg for a package price), B) we were targeting the boomer market and the last thing we wanted to do was make this project feel like a retirement residence and C) we needed to create a destination location out of little known Schomberg, Ontario.

The Idea

Based on the complexity of the product offering, it was imperative to simplify the brand. One name, one identity, two products. Everything was centralized: the sales office, the website, the brochure and collateral. This allowed consumers to easily understand and digest the product message. The positioning echoed the consumer attitude that they were not old, nor did they feel old. We knew that they would react negatively to any “shady acres” type messaging. We understood that they were 60’s kids (rock n’ roll, free love and woodstock). They don’t want a place to grow old and die. They want a place to live freely, embrace life and finally, do the things they only dreamed of doing during their entire working lives. They have paid their dues: kids are grown and self sufficient, mortgage is paid, a nest egg saved. They have achieved their life goals and it was finally “me time.” And Triumph was born. A distinct identity was developed and separated by a subtle colour and descriptor change for Florida and Schomberg. Everything from brochure collateral, merchandising design, print ads and signage were created.