The project not only revitalizes an organization with a rich history but also redefines the perception of sustainable housing in the contemporary market. Binishells is a construction technology company with a commitment to revolutionize the construction industry. Their avant-garde stance allows architects and designers to break free from conventional shapes, fostering the creation of artistically diverse, curvilinear structures that harmonize with natural surroundings.

Recognizing the potential of this concept, the challenge was undertaken to rebrand Binishell for the modern era, infusing it with contemporary elements while retaining its quirky and odd charm. The rebranding strategy centres on humour, whimsy, and not taking itself too seriously. The goal was to stand out in the Lower Mainland market by showcasing Binishell homes as sustainable, cost-effective, and uniquely distinctive.

The purpose was not just to introduce an innovative construction solution but to establish a brand that resonates with the local community, poking fun at traditional norms while emphasizing approachability, quirkiness, and cost savings. These bold steps set itself on a path to revolutionize the housing industry, take risks where others hesitate, and lead the way toward a more sustainable and artistically diverse future in construction.