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Next-level website revamp puts 777 Bay back on the map 

Located at the northern edge of downtown Toronto, 777 Bay rises 30 storeys on one of the city’s most prestigious and historic blocks.  

Like many real estate locations in the post-pandemic environment, this once-fully occupied office complex faced unprecedented challenges, making the need for a more appealing website crucial. 
Stakeholders at 777 Bay mandated that we refresh the property’s outdated website. We took the revamp to the next level, capitalizing on 777 Bay’s hidden gems. 
Standing 30 storeys high, midway between Toronto’s financial core and the Bloor Street corridor, 777 Bay’s mirrored-glass tower outlines the city block, wrapping around the College Park urban oasis.

— 777baystreet.com


  • Challenges 

Post-COVID context — Create a website that entices people to the office and helps reposition 777 Bay as a can’t-miss location for tenants seeking workspace in downtown Toronto. 

Limited material — The plain-looking legacy website contained factual information but lacked aspirational storytelling. Newly appointed client POCs were still getting familiar with the building, and the visual assets provided were often repetitive and uninspiring. 

Disjointed identity — The property’s brand identity lacked cohesion, with absent branding guidelines and miscellaneous fonts. 

Aggretate web platforms — Combine the 777 Bay website with its sister retail-focused website, MRKTS@777, providing increased visibility to the latter and its retailers. 

It’s a flow, a place as easy to navigate as it is to get to.

It’s the quiet of immediate surroundings and the stir of the city at your fingertips.

It’s having room to breathe yet opportunities for real-life connectivity.

— 777baystreet.com


  • Solutions
Thoroughly research 777 Bay and learn about its history and area to reveal hidden gems and additional competitive attributes.
Realize a SWOT analysis to define communications axes, anchoring the new website’s design and content around 777 Bay’s value proposition and market positioning.
Enriching 777 Bay’s current image gallery.
Curate images and content for 777 Bay’s retail gallery tenants (MRKTS@777).
New site mapping and information architecture.

Content showcasing 777 Bay’s unique attributes, user benefits, and remarkable location.

UX wireframes incorporating new content and storytelling layers.

Cohesive visual identity echoing MRKTS@777 .

UI layouts incorporating new web design elements, visual assets, and micro-interactions.
The story of 777 Bay’s exceptional location begins in its backyard. Tucked away from surrounding streets, and filled with gardens, sculptures, and water fountains is the award-winning College Park urban public space.

— 777baystreet.com


  • Website
  • More details
  • Responsiveness
  • Impact
With compelling, story-driven content and more striking visual assets.
777 Bay in Toronto’s Downtown Yonge District: a place and space for work, services, shopping and connection.
New website enhances the brand, revealing hidden gems, including stories about the public atrium and the Three Watchmen artwork, connections to the award-winning College Park transformation, ties with the CN Tower, and the internationally renowned architect firm behind 777 Bay.
Website narrative that weaves 777 Bay’s story into the urban fabric: compelling venues and vibrant neighbourhoods steps away from 777 Bay, and connection with the area’s BID hub.
Combining 777 Bay and MRKTS@777 into a single website that spotlights retailers and enhances the appeal of the property as a highly convenient, multipurpose address.
Website serves as a content and visual assets hub to iterate marketing material.
777 Bay’s leasing team gets access to essential marketing insights, from building features and amenities to neighborhood hot spots and must-have sustainability program information.
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