Maison Wellesley is a new residential development in downtown Toronto, designed for a style-savvy urban audience. The brand was created to feel more like a boutique lifestyle label than a typical condo—elevated, warm, and human.

 

The identity revolves around a terracotta red palette—sophisticated yet approachable. A geometric sans-serif logotype with rounded terminals brings both structure and softness. Its stacked composition adds architectural presence, while repeated forms like the ‘s’ and ‘e’ introduce rhythm and warmth.

 

Brand identity was developed across print, packaging, and presentation materials, with every detail—from typography and layout to material choices—crafted to convey thoughtful, refined living. Though not directly responsible for the photoshoot, collaboration with the creative team ensured the visuals remained true to the brand’s tone—diverse, modern, and culturally grounded.

 

Responsibilities included concept development, design direction, and execution, resulting in a brand that communicates livability with both style and intention.