Nelson Square
A Vision for the Future: Elevating Business, Community, and Culture at 808 Nelson
Nelson Square stands as an iconic office tower, prominently situated across from the Provincial Law Courts. Known for its commitment to quality relationships with corporate tenants and its unique dedication to the arts, Nelson Square sought to modernize its identity and presence. To reflect its growth and goals, the organization required a digital-first strategy and a reimagined visual identity.
Boyle Design partnered with Nelson Square to renew its brand, delivering a comprehensive solution that included a new visual identity, website, and signage program.
Our Approach: ‘The Culture of The Square’
Our team embarked on a strategic rebranding process that drew inspiration from Nelson Square’s unique attributes: its care and support for tenants, its strong community relationships, and its appreciation for the arts through its internal international art gallery featuring Pacific Rim and Asian artists. These elements formed the foundation of the new brand concept.
At the center of the rebrand was a distinguished new mark. This design captured Nelson Square’s values, blending the concepts of quality relationships, community support, and cultural appreciation. The mark also echoed the architecture of the iconic tower itself, incorporating its unique angles and facades.
The iconic architecture of Nelson Square played a part in the conceptual thinking for the new visual identity. We wanted the mark to reflect the legacy of the tower, but also to feel contemporary. There was an obvious comparison between the tower’s unique angles and the capital ‘N’ in Nelson Square.
To extend this identity into the digital realm, we designed an online experience tailored for tenants and prospective clients. The website emphasized exclusivity and ease of use, featuring world-class architectural photography and an intuitive interface. It automated several management functions, showcased rental availability, offered meeting room booking functionality, and provided a schedule of art exhibits.
The rebrand also included a signage program that brought the new identity to life in the physical environment. The exterior signage reinforced the brand story, seamlessly integrating with the tower’s architecture and visual identity.
Impactful Results
The rebrand solidified Nelson Square’s role as not just an office tower, but as a hub of business, culture, and community. The cohesive brand story and visual identity strengthened market presence and positioned Nelson Square as a leader in the office market. The integration of the art gallery into the brand narrative highlighted the building’s cultural relevance, attracting a broader audience and reinforcing community ties. The website’s automation and functionality improved tenant satisfaction, streamlining processes and delivering an elevated user experience.
nelsonsquare.ca