Our Work
Broadway
on 17th
Vesta Properties
Vesta Properties partnered with Chatterson to create the brand for its landmark downtown development, Broadway on 17th. Set to become Calgary’s tallest residential tower at 499 feet, the mixed-use development demanded a brand that was as iconic as the architecture itself. From naming and brand strategy to visual identity and launch experience, Chatterson developed a complete brand platform that introduced Broadway on 17th to the market with confidence and distinction.
In one of Calgary’s most competitive condominium markets, Vesta Properties set out to create a development unlike any other. While its location on 17th Avenue offered undeniable appeal, the project’s defining feature was its ambition. Rising 499 feet above the city, Broadway on 17th would become Calgary’s tallest residential tower, establishing a new benchmark for urban living.
Working closely with the Vesta team, Chatterson developed the strategic foundations that
would shape the brand from the ground up. Through collaborative workshops, market analysis, audience insight, and positioning exercises, we established the brand architecture before creating a name that reflected both the project’s stature and its connection to one of
Calgary’s most recognisable streets. The result was Broadway on 17th—a name that feels confident, memorable, and intrinsically connected to place.
The visual identity drew inspiration from the enduring elegance of Art Deco architecture, balancing timeless sophistication with contemporary restraint. Refined typography, a considered colour palette, and strong geometric forms created a premium identity that celebrated the building without competing with it. Every design decision reinforced the architectural ambition of the project while appealing to a discerning urban audience.
The brand was then brought to life through an integrated launch experience, including
a contemporary website, premium sales collateral, environmental graphics, site hoarding,
and an immersive sales centre. Rather than treating each element as a standalone deliverable, every touchpoint was intentionally designed to work together, creating a seamless customer journey and establishing Broadway on 17th as one of Calgary’s most anticipated residential developments.
THE CHALLENGE
Create a distinctive brand for Calgary’s
tallest residential tower that could capture the prestige of the development, stand apart in a competitive downtown market, and deliver a cohesive launch experience
across every customer touchpoint.
THE SOLUTION
Develop a strategy-led brand platform
centred around an iconic name, refined visual identity, and immersive launch experience, creating a premium brand that feels timeless, aspirational, and unmistakably ownable
from first impression to final execution.
“Crafting the narrative and visual story for one of the tallest residential towers in the Calgary skyline was a unique and welcoming challenge.”
Avery Side, Account Director, Chatterson
