The Client

Hathstauwk is a Vancouver-based real estate developer focused on building thoughtful, community-oriented rental housing in emerging neighbourhoods. With a commitment to long-term livability, Hathstauwk creates residences that blend strong design, everyday convenience, and a deep sense of place.

 

The Project

Alba is a new residential rental community coming to Vancouver’s vibrant Hastings-Sunrise neighbourhood at 377 Penticton St. When complete, the building will feature 157 homes, ranging from studios to three-bedroom residences, along with a robust amenity offering including a rooftop lounge, coworking space, and fitness and wellness room. A new London Drugs located on the ground floor adds an additional layer of daily convenience for future residents. More than a rental building, Alba is positioned as a new beginning — a place for people on the rise in their lives.

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Service: Visual Identity, Microsite, and Project Hoarding

PUBLiSH was brought on to support the full early-phase brand launch of Alba, including:

• Project naming

• Visual identity and brand system

• Photography and aerial asset capture

• Teaser microsite design and development

• Street-level hoarding design and neighbourhood storytelling

 

Objectives

From the outset, Hathstauwk needed a brand that could stand apart in Vancouver’s competitive rental landscape while authentically reflecting the Hastings-Sunrise location. Key objectives included:

• Naming a new residential community with meaning and longevity

• Developing a visual identity rooted in optimism, elevation, and place

• Capturing photography and drone footage to showcase views and context

• Launching a teaser microsite to build early awareness and interest

• Designing project hoarding that brought the brand to life at street level

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Strategy

The foundation of the brand began with the name itself. After presenting several naming directions, Alba was selected, a name embraced for its Italian meaning: sunrise—the first light of the day. With the project located in Hastings-Sunrise, the connection felt instantly aligned. Alba became both a nod to the neighbourhood and a broader metaphor for a new chapter.

 

With the name in place, we built the brand around the emotional energy of dawn: a moment filled with possibility, quiet confidence, and forward momentum. The visual identity features:

• A rising sun mark with slender white lines

• Warm morning-light tones that pop against a deep navy foundation

• Soft silhouettes and early-day photography 

• A cinematic, aspirational mood that reflects both a time of day and a time in life

 

The target renter audience was envisioned as individuals in a growth phase — building careers, setting goals, and seeking a home that feels like a new beginning.

 

To support leasing momentum and establish a strong sense of place, we also led comprehensive asset capture, including street-level and drone photography and videography. These visuals were designed to highlight:

• The neighbourhood’s vibrancy and walkability

• Proximity to landmarks like the PNE

• Connectivity to downtown Vancouver

• The stunning views many residents will enjoy from above the city

 

The result was a brand that feels elevated, hopeful, and distinctly rooted in its surroundings.

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The Result

Alba launched with a cohesive and emotionally resonant brand presence across digital and physical touchpoints, establishing a strong foundation ahead of leasing. Deliverables included:

• Naming and a complete visual identity system

• A teaser site that introduces the brand story and lifestyle

• Neighbourhood-forward photography and drone footage capturing the project’s unique setting

• Eye-catching street-level hoarding that brings the sunrise-inspired brand to life in the community

 

Together, these elements positioned Alba as a new kind of rental offering in Hastings-Sunrise: optimistic, design-forward, and built for people who are rising into their next chapter.