Selling the view before the tower.

Northwind is a single tower on Toronto's waterfront with a view that will not exist for anyone else. The developer had a floor plate, a renderer and eighteen months to sell two-thirds of the building before the lenders would fund the rest.

We built the brand around the one thing the buyer could not get anywhere else: the view. A film shot from a helicopter at the exact heights of each floor, a presentation gallery where the windows are screens showing the future view from the residence being discussed, and an identity drawn from the lake at night.

Media was almost entirely private: dinners, a printed book delivered by hand, and a single wrap on the hoarding that said only the building's name and the year it would open.

The building reached its funding threshold in eleven months. The gallery is still used as a case study by the developer's lenders.