390 Bay Street required a complete repositioning strategy to compete within Toronto's increasingly competitive downtown office market. Working directly with Munich Re and internal leasing stakeholders, I developed a refreshed brand platform, messaging framework, and visual identity system designed to showcase the property's modern amenities, premium location, and evolving workplace experience.

The resulting campaign extended across leasing collateral, digital marketing, presentations, and social content, creating a cohesive and contemporary brand presence that differentiated the property from competing office assets in the downtown core.

Creative Direction & Design

• Defined visual direction and campaign concept

• Established identity system and creative standards

• Directed application across multiple marketing channels

• Designed leasing brochure and editorial materials

• Created digital marketing assets and website concepts

• Developed social media and presentation materials

• Built scalable templates and marketing systems