Vanderbrand designed Square One District. Oxford Properties came to Vanderbrand with a project that would set a record for the most significant mixed-use development in Canadian history, spanning 130 acres. Square One District will repurpose and transform downtown Mississauga with 37 new towers comprising over 18,000 new residences and class A office buildings, anchored by Square One Shopping Centre. The future Hurontario LRT stop at Mississauga City Centre will provide connections to thousands of commuters travelling back and forth from downtown Toronto.
As a response to a project of this scale, Vanderbrand designed a place brand and launch campaign for Square One District that would communicate Oxford’s vision and commitment to stimulate economic development in downtown Mississauga. Square One District is made possible by redeveloping the under-utilized parking lots, as well as low-density developments, which surround Square One Shopping Centre, resulting in a modern, metropolitan area.
The place brand created by Vanderbrand needed to establish a profile for the new development, while being sensitive towards the local community and its rich history. The next step for Canada’s sixth-largest city was to turn downtown Mississauga into a vibrant, walkable area where people could achieve a work, life balance. Square One Shopping Centre has been Canada’s premier destination for retail, lifestyle, and entertainment for over 47 years, and as a result, the new precinct was named Square One District.
The new identity and graphic program are an important part of the strategy for Square One District. It allows for flexibility across spatial and digital communications, while still feeling inclusive to all arms of the mixed-use development spanning offices, condominiums, retail, and public spaces.