Liberty Street Creative Services Portfolio by Justin Maguire

Liberate your brand from the traditional agency model.

Graphic Design

Marketing Strategy

Naming & Branding

Digital Marketing

Web Design

Email Marketing

Social Media

Social Media Marketing

Visual Content

Experiential Marketing

Advertising Campaigns

PR & Influencers

Brand s we have work ed wit h *

At Liberty Street, our international perspective sets us apart. We thrive on cultural diversity and draw inspiration from all corners of the globe. While we are a local agency,, our team’s varied backgrounds in hospitality, technology, finance,, and beyond gives us a worldly flavor that adds richness and depth to our work. Our understanding of global trends and insights enables us to deliver innovative solutions that resonate with audiences worldwide.

The Casablanca

PROJECT SCOPE

Status: Ongoing. 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.

The Casablanca CHALLENGES

APPROACH

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

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

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

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

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.

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.

The Casablanca THE 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 Grimsbyon-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.

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

The Starboard

PROJECT SCOPE

Status: Ongoing. 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.

The Starboard CHALLENGES & APPROACH Muskoka was the primary driving force behind the strength of Muskoka Springs’ original brand. As a popular destination, the Muskoka region already had a powerful brand identity. Therefore, the entire rebranding initiative focused on Muskoka itself. The goal was to convey qualities such as purity, integrity, tradition, and history. Muskoka represented more than just a location or a taste, it was a symbol of escape and a place where loved ones could gather. Muskoka Springs aimed to share this state of mind with customers wherever they went. To streamline the brand, Muskoka Springs consolidated all of their products under one brand name, dropping the historic Muskoka Dry brand, but retaining it for special purposes. For their natural spring water product line, the company emphasized the refreshing purity of the lake. The carbonated beverage line was branded as craft beverages, highlighting the company’s history. Prior to the rebrand, very few customers understood the connection between the two brands. However, after the rebrand, a market study revealed that both product lines had achieved 90%+ brand recognition. As a result of their successful rebranding efforts, the company has expanded into new markets across the province.

The Starboard THE 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.

Legacy Cottages is a resort located in Muskoka, Ontario. Each cottage at Legacy is designed It consists of a Cottages with a rustic yet luxurious collection of 43 aesthetic, featuring highend finishes and modern cottages nestled in amenities such as full fireplaces, and a natural setting of kitchens, outdoor patios with forests overlooking barbeques. Cottages is a Lake Rosseau. The Legacy popular destination for resort offers a range families, couples, and friends looking to escape of amenities and the hustle and bustle city life and immerse activities for guests, ofthemselves in nature. The is open year-round, including access resort with activities and events change with the to over 400 feet of that seasons. waterfront, a pool, pavilion, boathouse, and walking trails.

Legacy Cottages

PROJECT SCOPE

Status: (Cottage Sales) Completed. (Cottage Rental) Ongoing. This project started before the formal incorporation of Liberty Street – when the team was comprised primarily of members of The Rosseau Group. With extensive knowledge of Muskoka, our team played a leading role in brand definition, interior and exterior design, and the architecture of the project. The goal of this project was to create a brand that embodies luxury cottage living in Muskoka. The brand needed to evoke a sense of tranquility and escape from the hectic pace of everyday life, inviting guests to immerse themselves in memorable experiences with loved ones. The target audience was affluent individuals seeking a premium getaway in a stunning natural setting. The brand needed to evoke relaxation, peace, and joy while also highlighting the unique community features and experiences that make Legacy Cottages a premier holiday destination in Muskoka. Nearing completion of the project, Liberty Street was recruited to prepare for resort operation, manage the brand, and oversee the marketing efforts.

Legacy Cottages CHALLENGES The plan was to sell the cottages to individuals whose units would be placed in a rental pool. The brand had to overcome the initial challenge of balancing the customization homeowners expect with the standardization guests expect. In addition, the team had to design a project for a narrow demographic: individuals affluent to Cottage Sales: The product included a wide range of price points. The team had to paint a picture of a community attractive enough for the buyers who could afford a private property without outpricing the second-tier buyers. The brand had to evoke a sense of ownership pride while emphasizing the low burden of resort ownership. The goal was to meet the needs of families seeking a sense of community while maintaining exclusivity. The cottages had to be branded as an affordable, but luxurious, alternative for owning a waterfront cottage while still embodying Muskoka’s unique culture. Cottage Rentals: During the initial branding and design, the team had to prepare for the eventual resort marketing. Home buyers sought customization that had to be balanced with ensuring consistency in quality and experience for guests.

APPROACH Cottage Sales: The brand story centered around traditional Muskoka culture, community, and the balance between luxury and convenience. Working closely with sales and marketing teams, the team prepared a campaign for a new segment of cottage owners unfamiliar with the area. Muskoka culture was highlighted, showcasing local attractions and activities for guests. Legacy Cottages’ luxury and exclusivity were highlighted through high-end finishes, modern amenities, and a natural setting overlooking Lake Rosseau. The cottages were efficiently designed with key features, including a ‘Muskoka Room’. Emphasis on the resort staff capabilities infused the brand with worry-free and hassle-free luxury. Cottage Rentals: The brand set the stage for an efficient resort marketing campaign, focusing on consistent quality and guest reviews. Legacy’s sense of community expanded to highlight the central location and proximity to friends and family on the lakes, emphasizing the enjoyment of socializing.

Legacy Cottages THE RESULTS Liberty Street’s approach proved effective, creating a brand that embodies luxury cottage living in Muskoka. The marketing campaign effectively communicated the unique features and experiences that make Legacy Cottages the premier holiday destination in the area. The cottages were marketed as a perfect escape for guests to immerse themselves in unforgettable experiences with loved ones. The Legacy brand successfully blended the simplicity of unspoiled cottage life with modern design in a vibrant community, attracting visitors from around the globe.

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