The Daniels Corporation

Centering lived experience to redefine accessibility in real estate

We worked with the Daniels Corporation to shape a campaign with accessibility as the foundation.

ID: A full indoor image of a modern kitchen, part of an ADP unit. The kitchen is bright, with a clean and minimalist design. The cabinets and countertops are a light beige/off-white color. The backsplash and upper cabinets are a rich, dark wood tone. Under-cabinet lighting is strategically placed to highlight the space. A countertop workspace area is notable for its functionality and accessibility, with ample space and likely features that support ease of use for those with mobility needs. The text “What does an accessible home mean to you?” is overlaid in a neutral color on the kitchen wall. On the bottom right is a logo for Daniels – the branding elements use a deep blue background with white text. There is subtle graphic design layered on the image, with shades of orange and blue used as background elements that provide additional contextual information or highlights. A few household items, like small decorative items on the counter and cutting boards, are featured in the scene, emphasizing the everyday usability.

The Project

Disability inclusion-focused project where we conducted research, developed a strategy, ideated on a concept, and came up with creative while following our guiding principle of “nothing about us, without us”. This project advocates for something that is often overlooked in the real-estate industry, which is the fact that although compliance and accommodation of disabilities is common, going beyond that and creating suites and building directed at people with mobility disabilities is rare and deserves attention.

Our unique approach

The Daniels Corporation, a leading Canadian real estate developer committed to inclusivity and accessibility, needed an agency partner to spearhead a groundbreaking and authentic campaign for their Accessibility Design Program (ADP). Their goal was to promote this program and drive registrations, ultimately boosting sales of our ADP suites designed for individuals with disabilities, those aging in place, or those who require unique homes within the marketplace. Together with Allies with mobility disabilities, we put forth a detailed launch plan and ongoing marketing strategy paired with a unique creative campaign. The entire strategy and concept was fuelled by insights from those with lived experience, which resulted in a campaign that is in line with the focus audience’s desires.

Deliverables

Community Engagement Research
Analysis and Insights Reporting
Integrated Marketing and Communications Strategy
Campaign Ideation
Campaign Implementation

ID: The entire slide is filled with imagery of the case study. The background is a deep blue, with a grid pattern of light and medium blue squares overlaid. Across the blue background, on the right hand side, are the words “THE FREEDOM TO MOVE.” The words “FREEDOM” are in a slightly larger font, and they are capitalized and underlined with a light beige/tan color. The left hand side features images in smaller squares. Each smaller square likely holds a scene related to accessible housing, featuring people of various ages and backgrounds using mobility aids or situated within adaptable kitchen and home environments. There are diverse individuals — including people using wheelchairs, sitting at tables, or interacting within a home context.

“Add a quote here from the client if one exists. If there isn’t, we can maybe try getting one from the internal team who was involved in the project who wants to celebrate a success, avoiding only celebrating the client.”

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