Sifton “Milestones” Campaign

Sifton Properties is a leading residential and commercial property management organization that has been instrumental in shaping the London landscape with innovative developments that have advanced how people live and work. From rethinking their approach to residential rental communities, to developing landmark commercial buildings, to creating Ontario’s first fully sustainable, mixed-use community at West 5.

Sifton is built around four product divisions that resonate with their customers at key stages in life. Residential Rentals provide communities where young adults and families can move into neighbourhoods close to parks, schools, shops and services. The New Homes & Neighbourhoods division builds communities where young families can purchase their first home or growing families can upgrade into larger homes. For businesses and entrepreneurs, Sifton’s Commercial Properties provide flexible retail and office spaces that are centrally located and offer desirable services and environments that appeal to owners and employees. And finally, Sifton’s Retirement Living properties introduce full-service seniors’ apartments and residences with lifestyle amenities and care services that foster the joys of life and family.

Traditionally, Sifton’s advertising had focused on independent campaigns for these individual divisions, rarely communicating Sifton as an overarching family brand. Our challenge was to create Sifton’s first holistic brand awareness campaign incorporating all four divisions. we summarized the main positioning of the campaign down to the key message, “We’re there for you at every stage of life”, reflecting the variety of Sifton’s product offerings across a customer’s lifespan. Our creative approach established imagery of an “open door” that reinforced the welcoming nature and personal experience Sifton offers to their customers. The campaign’s art direction embraced an essence of simplicity making the conscious decision to design a clean white backdrop allowing the door to become the focal point. Through the application of colour and familiar scenes, the executions highlighted each of Sifton’s divisions – Rent, Build, Lease, Retire. We crafted the headline, “Welcoming every Milestone” to reflect the warmth of the brand while positioning Sifton as a company that will be there for you at every stage of your life’s story.