PURA Surrey Central West
Logo, Full Brand Identity, Signage & Presentation Center
Project Overview
PURA Surrey Central West introduces Surrey Central’s first wellness-centered, mass timber community. Built with Adera’s innovative SmartWood® technology, PURA sets a new standard for urban living with sustainability and wellness at its core. This development embodies “The New Mass Timber Chic,” merging sophisticated design with environmentally conscious practices. They leveraged my expertise to create a comprehensive brand identity, including the logo, presentation centre, and site signage, to reflect the groundbreaking nature of this community.
Scope of Work
Logo Design
Comprehensive Brand Identity
Presentation Centre Design
Site Signage Design
Challenges
Capturing the innovative essence of a wellness-centered, mass timber community in the visual identity.
Designing a presentation centre that balances aesthetic appeal with informative content about SmartWood® technology.
Creating signage that aligns with the brand’s modern yet nature-inspired ethos while standing out in a competitive real estate market.
Design Solutions
Logo Design:
The PURA logo embodies the project’s core values of wellness, sustainability, and modernity. The brand name “PURA,” meaning whole in Punjabi, represents overall well-being and a holistic lifestyle. It ties into the idea that this development serves all aspects of life: wellness, adventure, connectivity, and a sound investment. Inspired by the unique shape of the spice star anise, the logo reflects the eight points of wellness: emotional, environmental, intellectual, physical, occupational, spiritual, social, and financial. The star anise’s central and connected shape symbolizes Surrey Central West Village’s location and connectivity. Its pointed edges echo the architectural features of the building, evoking confidence and a clear sense of direction. Buyers are drawn to the modern twist on this traditional element, which evokes wellness, balance, bold confidence, and unique style.
The logo’s warm, enriched color palette and balanced tones create a comforting yet energizing impression, while its design conveys a sense of completeness, making prospective buyers feel secure and confident in their investment.
Brand Identity:
The comprehensive brand identity extends the essence of PURA across all touchpoints. Key components include:
Visual Storytelling: A balance of natural and urban imagery, showcasing the project’s wellness-centered, mass timber approach.
Typography System: A refined pairing of contemporary headline fonts and clean body text ensures readability and sophistication.
Color Palette: Earth-inspired hues complemented by pops of modern, vibrant accents.
Brand Narrative: Messaging that highlights the unique benefits of living in a SmartWood® community, combining wellness, sustainability, and design.
Presentation Centre Design:
The presentation centre serves as an immersive experience, allowing prospective buyers to fully appreciate PURA’s innovative design and lifestyle benefits. Key design elements include:
Immersive Environment: Warm wood tones, deep burgundy contrasted with gold, and modern furnishings create a welcoming and inspiring high-end space.
Informative Displays: Interactive exhibits and printed materials highlight the SmartWood® technology and wellness-centered design.
Cohesive Branding: Consistent use of logos, color palettes, and typography throughout the space reinforces brand identity.
Site Signage:
The site signage was designed to captivate and inform, driving interest in the development. Key features include:
Bold Branding: Large-scale logos and clear typography ensure visibility and memorability.
Premium Materials: High-quality finishes reflect the sophistication of the community.
Strategic Placement: Wayfinding and promotional signage placed strategically to maximize visibility and engagement.
Results
The branding for PURA Surrey Central West successfully established it as a groundbreaking development in Surrey Central. The cohesive visual identity and presentation materials resonated with the target audience, emphasizing PURA’s unique position as a wellness-focused, mass timber community.
Key Outcomes:
A logo and brand identity that reflect PURA’s innovative and sustainable vision.
A presentation centre that engages and informs prospective buyers, enhancing their connection to the project’s values.
Eye-catching site signage that generates buzz and drives traffic to the development.
What I Loved About This Project
PURA Surrey Central West was an inspiring project to work on because of its forward-thinking approach to urban living. I loved the challenge of weaving together themes of wellness, sustainability, and modern design into every aspect of the branding. Bringing the brand to life through the immersive presentation centre and impactful signage was particularly rewarding, as it allowed me to contribute to a community-focused project that sets a new standard for living spaces.
*Designer for this award winning project in collaboration with NatPark Creative
