Brand Strategy Environmental Design Custom Publishing Advertising

Toronto / When it was constructed in Toronto’s financial district in 1975, First Canadian Place was the world’s sixth tallest building. In 1981, it was followed by Exchange Tower, a 36-storey structure on the same block. Both sit atop the PATH, a 30-kilometre underground shopping complex, and both buildings count a wide range of retailers—including Harry Rosen, Deciem, Greenhouse Juice Co. and Frank And Oak—among their tenants. As agency of record for this Brookfield Office Properties asset, WE has developed and executed a multifaceted communications strategy raising awareness and elevating the reputation of the retail offering at FCP and Exchange Tower. Following a phase of research and analysis into the client’s target demographic, WE developed a campaign around the notion of “elevated essentials,” representing the retail offering as a hub of upmarket convenience offering the necessities of a life well-lived. WE has since rolled out several campaigns for FCP, as well as applications ranging from signage to social media, branding to events, and beyond.