The Client

The Casablanca Hotel in Grimsby, Ontario is being redeveloped into a mixed-use community featuring residences, commercial space, and a new hotel. The hotel is a local landmark that has played a key role in Grimsby’s history. For decades, it has connected travelers with the Niagara region and hosted events for local patrons.  As the town’s premier event space, the hotel has been woven into the fabric of Grimsby life.

Project Scope

To achieve a seamless market launch, the developer sought a partner agency that could provide end-to-end services, including project naming, management of both the interior and exterior design, and establishing and overseeing a cohesive brand that unifies all aspects of the project. Liberty Street was engaged to spearhead the branding initiatives and manage all creative aspects of the project from conception to completion.

Challenges

1. Promoting a new high-density community located outside a major city center.

2. Positioning the development to appeal to a higher-income target market.

3. Overcoming the town’s lack of distinctive identity in the target market.

4. Addressing the perceived lack of accessibility and attractions in the area.

5. Reflecting the traditional spirit of Niagara while incorporating modern elements into the design of the building.

Approach

1. Create a comprehensive strategy that establishes a strong identity for the development, the surrounding community, and the town.

2. Establish brand identity as the focal point of Grimsby-on-the-Lake.

3. Emphasize waterfront views and accessibility. 

4. Promote the convenient location that provides easy access to natural wonders and urban centers, including the forthcoming GO Train Station (est. 2025) that will establish a direct link to Toronto.

5. Develop a design concept for the interior and exterior that blends modernity and tradition, taking inspiration from Niagara wineries, while highlighting luxury through exclusive amenities and high-end finishes.

Results

Our strategy for The Casablanca development was to highlight its unique character as an exclusive destination with access to the world-class Niagara wine region, offering potential residents both the tranquility of nature and the excitement of an urban lifestyle. We based the entire branding and design process on the concept of a modern winery expanding to include exclusive residences and a hotel.­­

 To tailor our marketing approach and create an authentic message, we conducted extensive research, including interviews with local business owners and residents. We identified the area’s most lauded features, including the comfortable lifestyle, proximity to a future GO Station, and access to the Niagara wine region.

We named the project The Casablanca in recognition of the hotel's significant history and its impact on the local community, which (to the target market) was more recognizable than the town itself. The physical design incorporated natural materials such as locally-quarried stone and wood, blending in with local architecture in a Gateway-to-Niagara theme.

To establish a unique brand identity for the Casablanca development, which will become the focal point of Grimsby-on-the-Lake, we used a serif font that reflects the original Casablanca branding and created a stacking effect that mirrors the architectural design of the terraced balconies overlooking Lake Ontario. We also came up with the tagline "Waterfront Living" to capture the development's proximity to the lake and the lifestyle it offers.

 To build anticipation for the upcoming launch set in late 2023, we have developed a multi-layered approach that includes a suspenseful teaser phase.