Who: Ready for occupation in Winter 2022, Ballantyne is a nine-storey, 120-unit luxurious apartment rental building situated just off Main Street, within Greystone Village. Nestled in between the Rideau Canal and Rideau River, and surrounded by greenery, it’s an urban oasis for those with an active lifestyle and a sense of adventure. Head downtown for the culture, take a bike ride along the waterfronts of the canal or river, or simply grab a coffee on Main Street, and stroll down the Grande Allée – the options are limitless.
How: As mentioned in the Milieu post, Regional Group came to us needing brands and websites for two new rental apartment buildings that were being developed in Greystone Village, Ottawa. The second building we focused on was Ballantyne – named after James Ballantyne, a special person in the history of Ottawa East. The first port of call was to develop the logo – a timeless, abstract ‘B’ that mimicked the building structure, paired with the serif font Belgium. The brand vision was then compiled, including ideas for photography and how the logo might be applied on the building itself. We then developed the one-page website, using all state-of-the-art renderings and images of potential renters enjoying the area.
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Who: Ready for occupation in Fall 2021, Milieu is a six-storey, 125-unit modern apartment rental building situated just off Main Street, in Greystone Village. Bordered by the Rideau Canal and Rideau River, and surrounded by greenery, it’s an urban oasis for those with an active lifestyle and a sense of adventure. Head downtown for the nightlife, zip across the Flora Footbridge to catch a game at TD Place, walk down the Grande Allée,or simply grab a coffee on Main St., the options are limitless.
How: As a long-standing client, Regional Group came to us needing brands and websites for two new rental apartment buildings that were being developed in Greystone Village, Ottawa. The first building we decided to focus on was Milieu – the name reflecting the social environment surrounding the apartment complex. We first developed the logo mark – a modern, abstract ‘M’ that suits the potential clientele, paired with a modified version of the sans serif font Brown. The brand vision was then completed with ideas for photography and how the logo could be applied on the building itself. Then we developed the one-page website that will be used by potential renters to apply for apartments.
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Who: Founded in 1998, WaterPower Canada (WPC) is the national trade association dedicated to representing the interests of the waterpower industry. Its 50+ members span the breadth of the sector and include waterpower producers, manufacturers, developers, engineering firms, organizations and individuals. WaterPower Canada members represent more than 95% of the waterpower installed capacity in Canada, advocating for the responsible development and use of waterpower to meet our present and future electricity needs in a sustainable manner.
How: WaterPower Canada (formerly HydroPower Canada) approached Baytek with a new name and the need for a new website. The new name meant a chance to completely rebrand the association and help put the industry back into the minds of Canadians – it does, after all, generate more than two-thirds of Canada’s electricity. After a key messaging session, we set about a complete rebranding exercise. The idea was to include more of a Canadian presence to the logo mark, while still retain elements that really defines the industry itself. The result is a modern, unique mark that is simple yet embodies what WaterPower Canada represents.
Working with Baytek was a real pleasure; from the planning phase through to execution, they made sure we could get a hold of them quickly and worked with us with great flexibility to ensure the final product was as we envisioned. The team has great creative ideas, is able to guide teams through sometimes complex decision making while always being pleasant and responsive. Well done!
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Who: Founded in 1981, CAPCORP has since become one of Canada’s leading independent financial services companies. Their clients range from large national organizations to the individual investor. Their success is derived from a commitment to developing and maintaining quality, long-standing client relationships. Their independence allows clients to access products offered by most insurance companies, trust companies, and other financial institutions in Canada. Their longevity attests to our reputation as a solution-driven company offering expert advice and lived experience to business owners across the country.
How: As a long time client of Baytek’s, we knew CAPCORP intimately. Even so, we facilitated a key messaging and strategy session to really understand where CAPCORP wanted to be. From there, we developed a corporate brand and website that allowed them to stand head and shoulders above the competition. As part of the rebrand, we also took all of the corporate photography, including abstract imagery and headshots.
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Who: Located within the highly desirable Golden Triangle District of Ottawa, Coachman Apartments offers affordable urban rentals to those looking to experience the downtown-living lifestyle. Bordered by Elgin Street’s restaurants, bars and boutiques to the east, and the picturesque Rideau Canal to the west, the location also boasts parks, nearby transit and historic landmarks such as Parliament Hill and Confederation Park.
How: Beginning with an involved strategy session, we discovered the key audiences for Coachman and built out a brand and website that would engage with them and result in new inquiries. With a focus on elegance, we moved from the image of the coachman to the horse – the beautiful beast that is pulling the coach. Combined with the modern typography and colour palette, we have put together a brand that defines the downtown-living lifestyle.
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This week we had the pleasure of doing a corporate photoshoot for CAPCORP, one of longstanding clients (see HealthPlus) and who we are currently developing a new website for. As well as headshots of all 15 members of the team, we also took some great shots of their recently renovated space. Below you can find a sneak peek of a couple of the images we took, and keep your eye out for the launch of the new CAPCORP website coming soon!
OK, I’ll confess – this is not really a battle. More of an explanation. Being a company that offers branding services, we get a lot of questions about what branding is and how it differs from logo design. The fact is that logo design is part of branding – a large part of it, but still, just a part. A lot of agencies will offer logo design as a service, on par with web design, graphic design, print design and so on. There is nothing particularly wrong with that, but it’s not our philosophy. We feel in order to create a truly great logo that works for a company, you first need to establish the promise and the expectations that will reside in the target audiences. You can’t do that by jumping headfirst into logo design and offering up three designs for your client to pick from. That’s like fighting the competition with a blindfold on.
Continue reading “Branding vs Logo Design”
Who: Carefirst Solutions is a new social enterprise management consulting firm that was established as a subsidiary of Carefirst Foundation. Their mandate is to promote excellence and innovation in the non-profit-health sector through the spread of integrated health solutions, sound strategy and business operations, and methods of continuous improvement.
How: As an organization operating in the health space, Carefirst Solutions’ philosophy is to promote excellence and innovation in the industry through the spread of integrated health solutions, sound strategy and business operations, and methods of continuous improvement. We wanted to reflect this in the brand and the website. The idea of connections and systems are seen in the logo mark, and the website itself pushes the boundaries of design in the health sector. The colour palette was chosen to represent the compassion and understanding that Carefirst Solutions brings to the table.
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Who: Field Effect provides leading-edge tools and services to help create networks that are resilient in the face of today’s cyber threats. We help CIOs, CSOs, IT administrators and analysts, as well as small and mid-sized business owners address the tough day-to-day problems in developing, deploying and monitoring secure networks.
How: As a new company without too much in the way of branding, Baytek was chosen by Field Effect to complete the logo design and web development process. The result is a modern and fresh brand, and one that puts them head and shoulders above the competition in the cyber-security industry.
“If you’re looking for a passionate, clever, and capable design team, you’re looking at them. We really valued that Baytek not only prompted us to think about important branding elements we hadn’t considered – but wowed us with their delivery. These guys care about what they do, and from design to implementation across multiple technologies and platforms – know how to do it.”
President and CTO
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Who: HealthPlus allows you to make claims as a deductible business expense while providing customizable benefits for yourself and your dependents, and to your employees and their dependents. HealthPlus is built to be flexible – it can be your only plan or supplement your existing plan.
How: Baytek was hired to completely refresh the HealthPlus brand, and develop a custom website and claims management platform. The site is completely responsive, including the administrative platform. The result is a modern rebranding and a beautiful web design.
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