Toolbox

A city is nothing without its people. The citizens – their energy, their ambition, their humanity are what give it shape. In the rising heart of Metrotown, we built CITIZEN not just as a name, but as a living brand mantra: the dual rhythm of CITI’s vibrant momentum and ZEN’s grounded calm. We led with a strong narrative. Through curated photography and cinematic direction, we captured a brand alive with movement, rooted in purpose, and reflective of the community it serves. CITIZEN speaks to a new generation of Canadians – many arriving with fresh hopes, all seeking something deeper than real estate: connection, identity, and a future that feels distinctly theirs. Our strategy answered their call with clarity: this is a declaration of belonging. Because in Canada, that’s not just the dream – it’s the standard.