BC Housing plays a significant role dramatically improving the conditions for many low income residents living in the Downtown East Side. But it's not just that they are improving living conditions, it's the way they are doing it. They are beautifully refurbishing rundown heritage buildings and making them livable again.
The message is that the residences in the DTES have been given 'A New Lease On Living' as a result of the combined effort between BC Housing and partners such as McGinn Engineering & Preservation Ltd. The campaign is a celebration of that.
I was commissioned to envision a campaign identity and craft a series of installation plaques for the front lobby of each building. The strategy was to utilize a collage technique in order to incorporate archival photography and current detailed schematics for each residency — showcasing the progressive transformation. I incorporated a vibrant spectrum of colour to emphasize diversity and inclusivity. For the kickoff event, I constructed a large format wall installation to showcase the breadth of work.