After our strategy identified the key elements to draw on throughout messaging, voice and identity, it was evident that the right name to say it all would convey the heart behind the project. Made for Tofitians by folks passionate about the local culture, we landed on “Dawnie”: a subtle yet resonant tie to Tofino surf culture that carries dual meaning.

It’s inspired by the folks who have the energy and excitement to hit the water at first dawn, and the feeling of starting the day seeking something new. It held the feeling of curiosity and optimism that everyone in the community shares, and was a gentle nod to the calm and solitude often found at that time of the day.

Given that the project prioritized the needs of locals—outdoor surf storage, durable and resilient materials and easy access to work—Dawnie was the perfect fit.

A strategy rooted in honesty and community meant our visuals needed to reflect the lived experiences of Tofitians. Surfers, servers, chefs, hikers, tradespeople, families—people who deliberately choose to live in Tofino in every season. Stormy, soggy, sunny: a community that’s resilient by nature and would want to put roots down in the place they fell in love with ages ago. Our art direction showed Tofino’s subjects within its naturally raw, wild, and joyful nature.

Our wordmark needed to feel like its name—bringing a confident, fun and bold attitude that felt current without leaning too retro or stagnant. We drew on surf brands, magazines and local references to land on unique letterforms and type that mimicked elements in nature. Our usage of color infused the overall direction with the energy and light Tofino embodies, creating an easily recognizable yet refreshing identity in the real estate landscape.

To launch their first round of presales, the Monday team developed Dawnie’s landing page and supplied the creative for a surf-magazine inspired brochure, billboards, newspaper ads, social media ads and assets for their launch event. Within four days of launching, 80% of their one-bedroom units were sold and almost 50% of the total development was snapped up. Consider us stoked.