The Dufferin-Finch BIA tasked us to help rebrand the area. Located at the northern most part of the city of Toronto, the area has a history of old industrialized units and a perception of neglect. The group of business leaders that formed the BIA felt it was time to redefine the community and position it for success in the future.
After meeting with local businesses, the city councilor of the area, and looking at how other areas are positioned in Toronto - we knew we had to do something radical to quickly shift the negative perception of the area.
The first step was to change the name. We took the street names of the two boundaries of the BIA, Dufferin and Keele, and created the new name – DUKE Heights. The name also played off on the fact that it was situated at one of the highest points of Toronto.
As the new name and branding would be visible throughout the community, we used vibrant colours to represent the brand - and paint a new image to contrast the old grey industrial era look of the place.
We developed a sophisticated website which included a comprehensive database of all the businesses in the area - with advanced search capabilities by category and location. We provided the opportunity for local businesses to be featured on the website as well.
To launch Duke Heights within the community, we knew we had to build awareness and acceptance. We developed a launch pad called ‘We Are Duke Heights’ and used it as a rallying cry for the community to unite under. We also launched a video series labelled ‘wearedukeheights’ with local leaders sharing what DUKE Heights means to them. Advertising for the new community was rolled out across social media, transit ads, newspaper ads, newspaper boxes, street signs and banners, welcome packages, member decals and more.