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1 McGill · The #1 brand identity. Brand identity refresh and lead-generation website for the iconic Montreal residential building whose footprint literally draws a 1 when seen from above. Refreshed visual identity, emotional connection through testimonials, and an interest form turning the website into a real lead-generation tool.

1 McGill case study by Nobrainer. The #1 brand identity. Brand identity refresh around the building's architectural footprint that literally draws a 1 from above, with editorial signage, mockups, packaging and a lead-generation website.
The mandate

Refresh the brand identity and lead-gen website of 1 McGill, an iconic residential building on McGill street.

The insight

A heritage residential building with a striking architectural quirk seen from above: its footprint literally draws a "1". This rare asset was being ignored by the existing marketing materials.

The Nobrainer

Refresh the visual identity around that architectural signature and forge an emotional connection to the building and the neighborhood through testimonials.

The impact

The website becomes a real lead-generation tool through a high-intent interest form.

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