Jayman has new ‘modus’ operandi
Company has new name, direction and five projects slated for 2012
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.
DID YOU KNOW?
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.
Chesapeake is a townhome project by Jayman modus in Auburn Bay.
An interior space in the project.
Laurie Gordon, the president of the newly named Jayman modus — the condo arm of Jayman Masterbuilt — in the company’s contemporary offices.
An artist’s drawing of the Concept at Sunset Ridge development in Cochrane by Jayman modus.
Jay Westman of Jayman Masterbuilt with Laurie Gordon of Jayman modus.