Commercial Street has a different rhythm from the Drive. Flourist, cafés, independent shops and the familiar rituals around Trout Lake give this pocket of East Van a character of its own. Hendry’s positioning began with that distinction: a contemporary home within a neighbourhood that already knew who it was.

Neighbourhood photography brought that positioning into focus through local storefronts, makers, market visits and everyday encounters. The campaign introduced Hendry through the life already happening around it, grounding the European design story in the people and places of East Van.

Twelve City Homes, six Lofts and five Townhomes give Hendry an unusual range for a building of its size. Exposed concrete and over-height ceilings distinguish the Lofts; efficient layouts shape the City Homes; three-bedroom Townhomes open onto private courtyard terraces. Portico’s interiors bring a common sensibility to them all: Scandinavian simplicity, Italian influence and naturally warm materials.

The rendering strategy made those differences visible before construction. Each view had a purpose: reveal the arrival from Commercial Street, establish the privacy of a courtyard patio, show how a kitchen gathered people, or frame a bedroom’s actual outlook. Direction on camera angles, light and architectural detail gave OmegaRender a precise account of the homes the campaign needed to introduce.

Letterbox’s identity gave Hendry a voice as considered as its architecture. An assured serif wordmark, muted olive tones and illustrations of local life balanced polish with familiarity. Creative reviews kept that balance close to the address and the product, bringing the strongest collection structure into the selected visual direction.

The brochure gave the three home types distinct identities within one family. Collection colours, individual introductions and annotated plans helped buyers find their way from a first impression to a particular home. Angie Ishak’s copy, neighbourhood photography and the renderings carried the same story through print and digital.

The website unfolded the introduction in stages: the building, the street, Trout Lake and the invitation to register. Letterbox’s design and Tim Gerwing’s development carried the identity into a digital experience that gave the neighbourhood as much presence as the architecture.

The advertising brief distinguished households looking for more room from established locals ready for less upkeep, then mapped search, display and social around the launch. Original campaign artwork moved between the building, the interiors and the everyday texture of East Van. The digital preview package kept the collections and individual plans close at hand.

BSMNT designed the on-site warehouse presentation centre, from the floor-plan layout through merchandising and staging. Living, kitchen and bathroom vignettes sat alongside a building model, neighbourhood map, team-story graphics and product and finish displays.