Intelligent design built to exacting standards, the semi-detached homes at Cardinal Heights were planned with the passion for excellence that defines DiCenzo Homes.

Starting Up Success Story

Cardinal Heights


The Challenge

Lifting Low-Rise to New Heights

Create and launch a brand and supporting ad campaign to differentiate a new low-rise neighbourhood in the hotly competitive Hamilton market.

The Strategy

Nostalgia and Innovation Enhance an Established Neighbourhood

Rather than inventing an entirely new brand, Blade recommended leveraging the existing neighbourhood – Cardinal Heights. While somewhat familiar, the area was little more than a geographic marker. We brought that marker to life by positioning this infill collection of semis as a new and welcomed arrival in a cherished family neighbourhood.

Cardinal Heights

Early Birds


The Result

Happy Buyers. Happy Client. Happy Hamilton.

Employing “The Innocent” persona, we created a simply beautiful brand with evocative imagery and copy that supported the “new arrival” narrative. Homes sold considerably faster than anticipated by the developer.
Cardinal Heights brochure