Meridian Development is a commercial and residential land development and construction company with a passion for building luxurious and sustainable spaces that deliver on comfort and quality. Based in Saskatoon, Saskatchewan, Meridian’s commitment to enriching communities with prime real estate is what sets it apart from its competition and has solidified the company as one of the city’s most respected developers. Meridian sets the standard for luxury and sophistication by developing properties that continuously challenge the status quo.

With a new development on the horizon, Meridian enlisted the help of William Joseph to create the brand for Escala – a new one-of-a-kind building that encompasses the style, sophistication and culture of Saskatoon’s Broadway Avenue and scenic river valley area.


Already recognized as one of the most established brands in the Saskatoon’s commercial and residential real estate industry, Meridian sought to build awareness of its latest development Escala with a brand that would speak volumes about the luxury and high-quality living it offers. The first development of its kind in the city, Escala provides a level of sophistication to residents in search of the most elevated urban living experience. Working closely and collaboratively with the Meridian team, William Joseph developed a written and visual brand that communicates the vivid luxury of the development while maintaining an inviting and inclusive nature that would be welcoming to all audiences. Focusing on imagery that places value on community and connection, the Escala brand enables potential buyers to see beyond the surface to its incredible value.


To mirror the luxurious yet inclusive nature of the brand, William Joseph developed a uniquely interactive website that focuses on elevated living within the development, neighbourhood and city as a whole. With the mission to inspire through creativity and beauty, the Escala website utilizes rich colouring and unique patterns to emphasize a sophisticated and modern style. Check out our work in action at



To further develop brand awareness, William Joseph designed and implemented a social media campaign that would effectively communicate the essence of Escala to target audiences. With the intention of being luxurious yet accessible, the social media campaign utilized imagery focused on a high-end urban lifestyle and famous quotes about living greatly, allowing audiences to envision a life of possibility with Escala.

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