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Vancouver’s Downtown Eastside is known the world over as a tough neighbourhood. So when we were asked to brand a redevelopment of market homes on the border of this area, we knew it would not be easy.
In the original branding session, we realized there’s more to Gastown and the Downtown Eastside than you’ll see on the evening news. It is home to some of Vancouver’s most exciting new restaurants, shops and businesses.

21 Doors has a close-knit quality.The identity was designed as a combination of art and journalism, using line drawings, gritty concrete textures and a duotone colour palette. A neighbourhood map features hip local restaurants and businesses right next to Downtown Eastside landmarks like the Carnegie Centre and Pigeon Park. A gallery of artistic photographs by project designer Arno Apeldoorn brought a fresh eye to the Gastown area, showing off the textures and light that make this historic area such a treasure.

After the dust settled on the first weekend of sales, 19 of the 21 Doors were spoken for. Perhaps the most satisfying result is the fact that over 50% of sales went to first-time buyers. The sales team worked extra hard to make deals happen for young home owners who love the Gastown area and want to bring their own energy to the community.

©2013 Lorne Craig – Unicycle Creative – 604 831 2432 –