Jay­man has new ‘modus’ operandi

Com­pany has new name, di­rec­tion and five projects slated for 2012

Calgary Herald - Calgary Herald New Condos - - Front Page -

Spear­headed by its new pres­i­dent, Lau­rie Gor­don, Jay­man’s multi-fam­ily di­vi­sion is un­der­go­ing a trans­for­ma­tion — a new brand, a new name and a new di­rec­tion.

And its new fo­cus will in­clude f ive projects for 2012, with three in the Cal­gary area and two in Ed­mon­ton.

“We have a new busi­ness plan in place and our vi­sion is to be­come Al­berta’s lead­ing bou­tique condo de­vel­oper,” says Gor­don.

For­merly known as As­pire Condo Liv­ing, the com­pany will now do it all un­der the new name of Jay­man modus.

“We want to have some fun,” she says. “Con­do­mini­ums are fun. There is a sense of hu­mour and of play with our cam­paign.”

The new tag line for the com­pany is “life hap­pens on the in­side.”

Jay­man modus be­lieves “that the phrase has so much strength and it evokes so many feel­ings,” says Gor­don. “Ev­ery­one just res­onates with it.”

The com­pany’s logo is a se­ries of 12 squares in a three square by four square con­fig­u­ra­tion, em­u­lat­ing a mid-rise condo build­ing.

All of the squares are grey, save the up­per left one, which is orange — the new colour of Jay­man modus.

The de­sign is pix­e­lated and the orange square rep­re­sents a sin­gle home within the con­text of the whole, which all re­lates back to the com­pany’s new tag line.

In keep­ing with the com­pany’s’ new name, the mar­ket­ing play is all about know­ing and shar­ing m.o.s, or modus operandi.

The Latin term loosely trans­lates to some­one’s habits or man­ner of work­ing, or their method of op­er­at­ing or func­tion­ing.

“It’s an ice-breaker — it gets the con­ver­sa­tion go­ing,” says Gor­don, who hails from Toronto.

She has a strong back­ground in de­vel­op­ment and ur­ban plan­ning, as well as ex­pe­ri­ence in sales and mar­ket­ing and cus­tomer ser­vice.

She started her ca­reer as a plan­ner with Toronto area builder Dalerose Homes and Arvida De­vel­op­ment Corp. where she be­came vice-pres­i­dent of land de­vel­op­ment.

Then, in 1997, she co­founded Berk­shire Homes.

Gor­don has taken that ex­pe­ri­ence and trans­lated it into a strong foun­da­tion for Jay­man modus.

She has as­sem­bled a team here in Cal­gary de­signed to en­sure Jay­man is an even stronger player in Al­berta’s multi-fam­ily realm.

“Whether you agree with it or not, in­creased den­sity is just the way of the fu­ture,” says Wal­lace Chow, se­nior de­vel­op­ment man­ager, busi­ness de­vel­op­ment of Jay­man modus.“this is the di­rec­tion that the build­ing in­dus­try needs to be mov­ing and it is re­ally based on con­sumer de­mand.” Gor­don gets that — she lived through the growth in Toronto, where multi-fam­ily rep­re­sents 60 per cent of the mar­ket.

“The town­house is now be­com­ing the sin­gle-fam­ily home in Cal­gary,” she says.

Cal­gary is ripe for some new multi-fam­ily designs and new prod­uct lines, she says, adding the com­pany is fo­cused on cre­at­ing some unique homes in both the in­ner city and in the sub­urbs.

“We want to cre­ate de­sign savvy, af­ford­able homes and we have some very cool, sexy new

C MVisit our web­site for more pho­tos.

Mint is a town­home project in New Brighton by Jay­man modus that’s slated to launch this spring.

“All of our projects have re­ally great names,” says Lau­rie Gor­don, pres­i­dent of Jay­man modus. projects in the works,” says Gor­don, who be­lieves that de­sign and lo­ca­tion are the two fun­da­men­tals of real es­tate.

She says con­dos are about free­dom and life­style and in lo­ca­tions that are ac­ces­si­ble.

The goal of Jay­man modus is to cre­ate low- to mid-rise mul­ti­fam­ily build­ings with a more in­ti­mate hu­man­is­tic de­sign, some with a mixed-used com­po­nent with­out the heavy amenity sets.

“They just aren’t sus­tain­able and even first-time buy­ers are very cog­nizant of condo fees,” says Gor­don.

The com­pany has re­cently re­leased a hip new project in Ed­mon­ton called Ion2 and a sec­ond project will launch in March.

The com­pany cur­rently has Ch­e­sa­peake, a town­house project in Auburn Bay in Cal­gary, and it will be soon launch­ing Con­cept at Sunset Ridge — a one- and two-be­d­room, en­trylevel apart­ment/con­do­minium project in Cochrane.

Cal­gary’s third project will be Mint in New Brighton (see above).

But it is im­por­tant to Gor­don that none of the projects look the same.

“We de­sign a com­mu­nity from scratch — not only what the build­ings look like on the out­side, but also how one lives on the in­side,“she says.

In ad­di­tion to great de­sign, af­ford­abil­ity and de­sir­able lo­ca­tion, Jay­man modus has po­si­tioned it­self as a one-stop shop­ping ex­pe­ri­ence.

It is all about mak­ing the en­tire home­build­ing and pur­chas­ing ex­pe­ri­ence sim­ple, with a down pay­ment sav­ings plan and re­duced le­gal fees if buy­ers fi­nance through Jay­man Fi­nan­cial.

The project will fea­ture 129 town­homes that will fea­ture a drive­way as well as an at­tached two-car garage.

It will of­fer a va­ri­ety of el­e­va­tions and floor plans. “We wanted to mix it up,” says Gor­don.


The com­pany also has a wellthough­t out in­te­rior de­sign se­lec­tion process.

Gor­don and her team are ex­cited about Cal­gary.

“The tim­ing is per­fect. There is lots of op­por­tu­nity in this city,” says Gor­don.


Con­cept at Sunset Ridge is to be lo­cated in Cochrane and is a one and two be­d­room apart­ment/condo project de­signed for the first-time buyer. “We are look­ing at a de­mo­graphic be­tween 21 and 35,” says Sandi Serr, mar­ket­ing man­ager for Jay­man modus. Square footages range from 600 to 975 square feet. Prices start in the mid 100,000s. “All of these homes are af­ford­able and at­tain­able,” says Serr.

Pho­tos cour­tesy, Jay­man modus

Ch­e­sa­peake is a town­home project by Jay­man modus in Auburn Bay.

An in­te­rior space in the project.

Grant Black, Cal­gary Her­ald

Lau­rie Gor­don, the pres­i­dent of the newly named Jay­man modus — the condo arm of Jay­man Masterbuil­t — in the com­pany’s con­tem­po­rary of­fices.

Cour­tesy, Jay­man modus

An artist’s draw­ing of the Con­cept at Sunset Ridge de­vel­op­ment in Cochrane by Jay­man modus.


Grant Black, Cal­gary Her­ald

Jay West­man of Jay­man Masterbuil­t with Lau­rie Gor­don of Jay­man modus.

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