KYÜB
services branding, animation, social, digital and ooh ads
designed at montana steeleKYÜB is an upcoming condo project from Block Developments coming to Keele and Eglinton. The building features a mind-bending design, and looks completely different from every angle. During my time as a designer at Montana Steele, I pitched the following direction for KYÜB’s branding and marketing campaign.
The Logo
The logomark is a simple example of impossible geometry: two cubes connected by a single plane yet appearing to move in opposite directions.
Just like the building itself, whenever you shift your focus a new perspective appears.
It holds momentum, energy and playfulness.
The Shape of Things to Come
The brand plays off of the building’s unique shape with the tagline: “The shape of things to come”.
When repeated, the logomark creates a cubic pattern that acts as a frame for holding “the shape of things to come” — whether that’s easy access to transit, access to stylish living, or being part of a vibrant and flourishing neighbourhood.
Within the brand system, ho-hum photography sits behind the cubic pattern. Within the cubes, an exciting, aspirational image is held, further driving home that KYÜB is where the action happens.
