Condo branding is a lot like LEGO. The pieces are mostly the same. If anything’s different, it’s the colour. It doesn’t matter if you swap the pieces around. Everything fits together.
So here we have James, an “intelligent, sophisticated, intimate” condo coming soon to False Creek. It’s built by Cressey and marketed by MAC. In the past, they copulated to bring us Donovan. Like Donovan, James is pitched as a condo that’s worth getting to know. But in lieu of Donovan’s intimate mustard coloration, James goes for plain old background brown.
Come on, guys. This is a template job. Inspiring? Thoughtful?
Oh James, you’re so full of it.