The Client

The Starboard, a waterfront development situated on Lake Muskoka in Gravenhurst’s historic Muskoka Wharf, comprises 130 residential units and substantial commercial space. Rosseau Development Corp. (RDC), which has invested in the Muskoka region for over a decade, saw the potential for The Starboard to evolve into a thriving community that would elevate the area's appeal as a year-round destination for locals and visitors.

Project Scope

To establish The Starboard as a highly coveted waterfront destination, RDC sought an agency that could offer end-to-end services for a successful market launch. Liberty Street was selected to devise a comprehensive g­o-to-market strategy that encompasses all aspects of the project, including naming, interior and exterior design, and creating a cohesive brand that reflects the area's natural beauty and rich history. The branding strategy aimed to develop a distinctive and consistent brand that would appeal to potential residents and tourists, as well as the local community, with a clear visual and verbal brand language applicable across all touchpoints.

Challenges & Approach

The Starboard, a one-of-a-kind waterfront development in Gravenhurst, posed challenges for RDC due to opposition to development in the area. The introduction of a new asset class for the area further complicated matters, as there are no recent comparable projects in the area.

To overcome these hurdles, a comprehensive PR strategy was required which included frequent communication with the local community and town council to introduce them to the positive impact the development would have. These benefits are comprised of increased tourism, business opportunities, and commercial activity, all in line with the town's Wharf Revitalization Plan’s mission to transform the area into an integral part of Gravenhurst’s commercial core.

Without recent comparable projects, we were introducing a new asset class into the market. The Starboard's unique features and benefits include pedestrian access to local retail and restaurants, a short commute from Toronto, convenient amenities that foster community interaction, and a hands-off ownership experience. Two target markets were identified for this project: permanent and seasonal residents. Traditionally, seasonal residents purchase waterfront cottages that require significant time, effort, and money for upkeep and maintenance, making The Starboard's hassle-free, year-round ownership model an attractive alternative. Gravenhurst’s permanent residents are spread over a vast area; most residents live outside a comfortable walking distance to the commercial core. The Starboard’s central location offers a rare opportunity for an urban lifestyle in Muskoka.

To tackle the challenge of envisioning the design of a waterfront apartment on Lake Muskoka, we had to explore the intersection of traditional cottage design and modern apartment living. We centred our vision on a modern interpretation of the historic grand hotels that once graced the shores of the big Muskoka lakes.

The Starboard features a significant amount of commercial space. To ensure seamless integration between the commercial tenants and future residents, special attention was given to the design of retail spaces and the selection of potential commercial tenants. This was crucial as it could have a substantial impact on the overall appeal of the development. To ensure alignment between the retail and residential components of the project, Liberty Street oversaw the exterior design of the retail space and the tenant selection process.

Results

Our branding strategy for The Starboard development was based on incorporating the natural beauty and rich history of the Muskoka region into the brand. The name, The Starboard, references the property's proximity to Muskoka Steamships and its historical significance in the area. We developed a nautically-inspired brand that embodies the culture and values of Muskoka, emphasizing natu­ral beauty and embracing the region's history.

The colour palette, inspired by the blue water and green foliage of the surrounding landscape, creates a calming and inviting atmosphere, while the font, inspired by postcards of the past, adds a touch of nostalgia to the brand. Both the interior and exterior design pay homage to the green and white colours of the Muskoka steamships, Muskoka Springs (the town’s oldest business, est. 1873), and a traditional starboard light – further strengthening the connection between the brand and the area.

Over the next few years Liberty Street will oversee the interior and exterior design, commercial tenant selection, public relations, and more.

“The branding strategy aimed to develop a distinctive and consistent brand that would appeal to potential residents and tourists, as well as the local community, with a clear visual and verbal brand language applicable across all touchpoints.”