Elevating condominium living in Downtown Burlington, with a light on lake view luxury.

Starting Up Success Story

Illumina Condominiums


The Challenge

Shining a Light on Luxury in Burlington

The backdrop of this condo’s evolution was informed by both local politics and the Molinaro Group’s track record at Paradigm – a hugely successful condo we branded. The upshot was how to address the chill in the political landscape of Burlington, which had turned decidedly anti-development; and how to raise the bar from the award-winning Paradigm level.
Illumina website

The Strategy

Building a Better Burlington

We saw an opportunity to take ownership of the entire city and re-invent the conversation around appropriate condo development – a hallmark of the Molinaro Group’s 50+ year track record. Illumina was so magical it would be more than just a new condo – it would be Burlington’s New Light.
Illumina brochure

The Result

A Magical Brand to Light Up a City

We determined the “Magician” persona was the ideal fit for the project. This insight informed all of the marketing materials from logo to motion picture, from sales collateral to print ads and presentation centre design and hoarding. Illumina lit up Burlington with full house preview events, rapid registrations and strong sales. In addition, loyalty to and positive commentary about the project and the Molinaro Group continues to grow. Visit our other Condo Branding Success Stories.

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