Fengate Communities
The Idea
Fengate Communities was built on a simple idea, that the people who keep Canada moving should have a place in the future they’re helping create. People Driving Prosperity became the foundation for a new residential platform, connecting Fengate’s investment purpose with a more attainable vision of homeownership.
Where the Audience is Headed
A
The people who keep cities running are struggling to stay in them.
Working Canadians are being priced out of the cities where they work, putting homeownership further out of reach for the families who keep those communities moving. They need housing that works for real life, with the space, access and affordability to build a future.
Where the Brand is Headed
B
Turning an investment mandate into a housing mission.
Fengate represents LiUNA, the Labourers' International Union of North America, investing the pensions of hundreds of thousands of workers while helping create jobs in the communities where they live. The opportunity was to bring those two responsibilities together through a new residential brand built around attainable housing for working and middle-class Canadians.
Where Culture is Headed
C
Prosperity means being able to afford a place in the future you’re building.
Canada’s housing conversation is shifting from simply building more homes to building places where people can afford to live, work and raise a family. Attainability is becoming central to what a prosperous community looks like.
THE Destination
D
A new residential platform built for middle-class Canadians.
1.
A new master brand connecting Fengate’s investment mandate to residential development.
2.
A scalable brand platform built to unify a growing portfolio of communities.
3.
A more aspirational vision for attainable housing in Canada’s major cities.
