Standing at the intersection of now and next, the Civic Hotel’s debut in late 2017 is a striking example of Korn Design at work: a brilliant embodiment of Surrey BC’s vision for a sophisticated, welcoming social and business hub to anchor this ascending downtown core, strategically located at the crossroads of the Pacific Rim, Metro Vancouver and the United States. Struck by its imposing presence – rising 24 stories with expansive sight lines directly onto an urban plaza – Korn issued a bold invitation in the brand articulation, showcasing the modern connectivity of the place, while holding true to its rich British Columbia roots.
Anchoring the new Civic Plaza, the hotel completes an iconic mixed-use development that shares its campus with a stunning modernist library and spacious city hall, forming the north end of an interconnected series of public plazas that will define the core of a vibrant planned urban center. With its pedestrian-friendly vibe and direct connections to the SkyTrain, LRT and bus, the Civic’s social nature played largely in the brand development – from positioning that leans forward to a logo that sends a bright welcome, the abundant opportunity of this growing metropolis is reflected across Korn’s work.
Integral to the brand’s activation, Korn drove to a lobby locus where the brand could play out in creative spaces to gather, work, and share, with pops of color and key touchpoints lending to the exchange and the spirited collaboration that abounds. The Civic logo, with its fashioned central “V,” creatively signaled this vibrant central role, with energetic messaging echoing the highly original experience of a “remarkably inspired ecosystem designed to become a landmark.”
Layered throughout the brand story, the flavours of British Columbia are a hallmark, with pick-ups of the hotel’s BC-derived architectural patterning infusing the identity and authentic-to-place details keeping the brand applications real, right to the last detail. Case in point: art nooks on every floor are regionally rooted, while F+B riffs on local flavors, tapping Surrey’s nearby farms. The result is an energetic place perfected for one of the fastest growing major cities in Canada.
Truly stunning, and an amenity to benefit an entire community — the Civic hotel will enter the Autograph Collection enhanced by a brand that designates this as a place for lifestyles and leisure to come together in the middle of the new center of city life.
Brand Strategy + Positioning
Brand Voice + Content Development
Brand Style Guide