Funktional Branding provides creative brand strategy. A multi-disciplinary creative studio of equal parts business savvy, brand expertise, and love of intentional design.
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Craft a captivating identity, brand design and website for a collection of charming Cape-Cod inspired homes and a community situated along Ontario’s blue coast.


Brand Strategy



Creative Direction

Brand Identity

Website Design

Print & Digital Collateral

Environmental Design


Plympton-Wyoming, Lambton County


Real Estate / Property Development

Bluepoint Lookout is a collection of 126 charming Cape-Cod inspired homes together with a private resident Clubhouse and exclusive amenities to create a coastal lifestyle community situated in the heart of Lambton County. Funktional provided the creative direction on this project working closely with the development team Valour & Allan Developments, our rendering partner Simgraf (who we worked with on the renderings as well as the fly-through video at the bottom of the page), and interior designer Regina Sturrock Design.

The logo features timeless serif letterforms, a gentle wave in the E gives a nod to lake life, and a ‘blue bird of happiness’ perched on a point as an ode to one of the major attractions in the area, bird-watching. A cohesive logo suite easily translates across all touch points. The brand build-out includes print + digital collateral that marries organic details, a soothing colour palette, and imagery that evokes the slower pace lifestyle, connection to nature and all that encompasses relaxing coastal living.

We designed the signage for the front entrance including wayfinding street signs within the community.

The website design for Bluepoint offers would-be buyers a selection process to choose their lot and home plan, browse the colour series assigned on their lot of choice with options of coordinating accents which gives them an opportunity to personalize their exteriors while the developer can maintain some control for the alternating coastal exterior colours, the overarching theme for the Bluepoint community.

The website is also a treasure trove of information on the area featuring spotlights on the beaches, neighbouring towns and villages, and attractions and amenities such as conservation areas, golf courses, wineries, farmer’s markets, theatre, yacht clubs, marinas, fishing spots, dining, shopping, services, and much more. Considering the amount of content, the site is well-organized and easy to dive into, creating a beautiful and welcoming online experience for viewers.