The Elswood
Brand Name and Identity for an Indigenous-Led Urban Community
How we helped revive a lost piece of Winnipeg’s history to name a new kind of urban sanctuary, led by Brokenhead Ojibway Nation.
How we helped revive a lost piece of Winnipeg’s history to name a new kind of urban sanctuary, led by Brokenhead Ojibway Nation.
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The Elswood is a new seven-storey, 147-unit apartment community rising in Winnipeg’s Osborne Village, a walkable neighbourhood known for its creative energy, old-growth trees, and layered history.
Led by Freedhome Developments and Brokenhead Ojibway Nation, the project is unique.
An Indigenous-led housing project in one of the city’s most desirable urban areas. A place where culture, care, and quiet pride meet, and a sanctuary in the centre of the city.
But before construction began, one question mattered more than any floor plan: What should this community be called, and how should it feel?
The Elswood is a new seven-storey, 147-unit apartment community rising in Winnipeg’s Osborne Village, a walkable neighbourhood known for its creative energy, old-growth trees, and layered history.
Led by Freedhome Developments and Brokenhead Ojibway Nation, the project is unique.
An Indigenous-led housing project in one of the city’s most desirable urban areas. A place where culture, care, and quiet pride meet, and a sanctuary in the centre of the city.
But before construction began, one question mattered more than any floor plan: What should this community be called, and how should it feel?
The project had an architectural vision, momentum, and purpose. What it didn’t have was a name or identity to carry that purpose forward.
They had a rough idea of their target audiences, but needed a story that could bridge heritage and modernity, and a brand name, story and visual identity that would carry meaning.
The project had an architectural vision, momentum, and purpose. What it didn’t have was a name or identity to carry that purpose forward.
They had a rough idea of their target audiences, but needed a story that could bridge heritage and modernity, and a brand name, story and visual identity that would carry meaning.
They shared their vision for a brand that reflects Indigenous leadership and shared community, honours the land it stands on, and feels welcoming to everyone who would one day call it home.
We presented 3 brand name concepts and multiple visual directions, but one stood out from the rest.
They shared their vision for a brand that reflects Indigenous leadership and shared community, honours the land it stands on, and feels welcoming to everyone who would one day call it home.
We presented 3 brand name concepts and multiple visual directions, but one stood out from the rest.
During our research, we found a detail hidden in old maps.
A long-forgotten street once ran right through the site where the building now stands. It was called Elswood.
Quietly erased from city maps decades ago, Elswood Street had all but disappeared from memory, until now. That rediscovery became the foundation of the brand.
During our research, we found a detail hidden in old maps.
A long-forgotten street once ran right through the site where the building now stands. It was called Elswood.
Quietly erased from city maps decades ago, Elswood Street had all but disappeared from memory, until now. That rediscovery became the foundation of the brand.
As a name, The Elswood felt effortless. Historical but modern, grounded but elegant. By reviving a name that once belonged to this very place, we created something that feels like it has always been here. And our client agreed.
The brand tagline, “Timeless Living in Winnipeg’s Heart,” completed the story, connecting the calm rhythm of home to the vibrant energy of the Village.
“This is close to where the two rivers meet and it’s where we conducted trade (and there was an) intermarriage between the different nations, so it’s really nice to see just a reclaiming of land along the river here.”
Kyra Wilson, Grand Chief of the Assembly of Manitoba Chiefs
As a name, The Elswood felt effortless. Historical but modern, grounded but elegant. By reviving a name that once belonged to this very place, we created something that feels like it has always been here. And our client agreed.
The brand tagline, “Timeless Living in Winnipeg’s Heart,” completed the story, connecting the calm rhythm of home to the vibrant energy of the Village.
“This is close to where the two rivers meet and it’s where we conducted trade (and there was an) intermarriage between the different nations, so it’s really nice to see just a reclaiming of land along the river here.”
Kyra Wilson, Grand Chief of the Assembly of Manitoba Chiefs
The logo mark was traced directly from the land it represents. Inspired by the flowing movement of Winnipeg’s two intersecting rivers, we hand-traced archival maps from the neighbourhood, translating the curves of the waterways into organic lines. The result is a visual echo of the currents that have carried this community for generations.
Typography balances structure and softness, using a customized modern sans serifs with rounded forms that convey calm strength.
The colour palette grounds the brand in nature with shades of elm bark, riverstone, and evening light, pulled from the building's interior design.
The tone of voice reflects the spirit of community: warm, inclusive, and confident.
The logo mark was traced directly from the land it represents. Inspired by the flowing movement of Winnipeg’s two intersecting rivers, we hand-traced archival maps from the neighbourhood, translating the curves of the waterways into organic lines. The result is a visual echo of the currents that have carried this community for generations.
Typography balances structure and softness, using a customized modern sans serifs with rounded forms that convey calm strength.
The colour palette grounds the brand in nature with shades of elm bark, riverstone, and evening light, pulled from the building's interior design.
The tone of voice reflects the spirit of community: warm, inclusive, and confident.
Together, these choices create a place-based brand identity that feels timeless, approachable, and deeply rooted in the Village, anchored to the same ground where Elswood Street once ran.
Together, these choices create a place-based brand identity that feels timeless, approachable, and deeply rooted in the Village, anchored to the same ground where Elswood Street once ran.
The ground-breaking ceremony in October, 2025 marked the start of construction, a moment of transformation, and representation.
For Brokenhead Ojibway Nation, The Elswood is a symbol of reconciliation made visible, a statement that Indigenous communities are not only part of Winnipeg’s story, but are shaping its future.
“Today on Treaty 1, along the Assiniboine, we began The Elswood. This is a significant, historic moment for Brokenhead Ojibway Nation and our members . A visible step toward safe, affordable homes in the heart of our city.”
Chief Gordon Bluesky, Brokenhead Ojibway Nation
The ground-breaking ceremony in October, 2025 marked the start of construction, a moment of transformation, and representation.
For Brokenhead Ojibway Nation, The Elswood is a symbol of reconciliation made visible, a statement that Indigenous communities are not only part of Winnipeg’s story, but are shaping its future.
“Today on Treaty 1, along the Assiniboine, we began The Elswood. This is a significant, historic moment for Brokenhead Ojibway Nation and our members . A visible step toward safe, affordable homes in the heart of our city.”
Chief Gordon Bluesky, Brokenhead Ojibway Nation
The Elswood is supported through multi-level government funding, including contributions from federal, provincial, and municipal partners, as well as investment from Brokenhead Ojibway Nation.
With a budget of $65 million, the project is designed to deliver 147 rental homes, including a significant number of deeply affordable units for individuals and families.
This collaboration demonstrates how Indigenous-led development can strengthen both community and economy, creating jobs, addressing housing shortages, and building a more inclusive, resilient Canada.
By investing in affordability at the heart of the city, The Elswood shows that reconciliation and economic growth can move forward together, one community at a time.
The project embodies self-determination, sovereignty, and care for community. It reclaims presence in a place where Indigenous voices have often been overlooked, offering an inclusive and forward-looking model for urban development.
“It’s a declaration of Indigenous strength, sovereignty and economic ambition,”
The Honourable Rebecca Chartrand, Member of Parliment
The Elswood is supported through multi-level government funding, including contributions from federal, provincial, and municipal partners, as well as investment from Brokenhead Ojibway Nation.
With a budget of $65 million, the project is designed to deliver 147 rental homes, including a significant number of deeply affordable units for individuals and families.
This collaboration demonstrates how Indigenous-led development can strengthen both community and economy, creating jobs, addressing housing shortages, and building a more inclusive, resilient Canada.
By investing in affordability at the heart of the city, The Elswood shows that reconciliation and economic growth can move forward together, one community at a time.
The project embodies self-determination, sovereignty, and care for community. It reclaims presence in a place where Indigenous voices have often been overlooked, offering an inclusive and forward-looking model for urban development.
“It’s a declaration of Indigenous strength, sovereignty and economic ambition,”
The Honourable Rebecca Chartrand, Member of Parliment
We help builders, visionaries, and communities turn places into brands with soul.
We help builders, visionaries, and communities turn places into brands with soul.
