Claystone is a boutique mid-rise condominium in Oakville’s Bronte Village, created in collaboration with Graywood Developments.
Its name draws from the layered shoreline and stonehooking heritage of Bronte Harbour, evoking calm, strength, and belonging. Inspired by the building’s sculptural wave form and deep connection to the water, we crafted a brand identity and campaign that positioned Claystone as an elegant, end-user–oriented residence in a vibrant lakeside community, giving Graywood a clear, compelling story to share.
Claystone was named from Bronte’s stonehooking past and the building’s layered, wave-like form. From the outset, we aimed to create a calm, timeless identity rooted in the water. The logotype, set in PP Pangaia, keeps things fresh and refined, while a soft, shale-inspired graphic flows through the materials, echoing the shoreline and the architecture. The result is a boutique brand that speaks to those seeking a refined lakeside lifestyle in South Oakville.
We created Reflections, a short-form content series featuring candid conversations with the team and future residents. Shot with a fashion-forward lens, each piece establishes a mood while communicating what makes life by the lake, and at Claystone so meaningful. Designed for social media, the series kept the brand active, prompting engagement throughout a longer sales cycle with authentic, shareable stories.
From TV and digital to billboards, print, direct mail, and airport ads, the Claystone campaign was built to reach buyers in all the right places. Every piece echoed the brand’s calm, refined voice, bringing its lakeside story to life from neighbourhood streets to departure gates.
There was strong positive feedback on the Reflections series, with visitors to the presentation centre immediately recognizing sales team members, often saying “I know you from social media!” Buyers and stakeholders praised the brand for reflecting the building’s elegance and vision, and in a challenging market, the campaign delivered over 4 million impressions, 3,000+ registrations, with the social series even contributing directly to a sale.
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Content taken from Claystone
