Infinity Developments built 16 luxurious homes in Bridgeland. Smart buyers appreciated the value of location and the allure of a revitalized neighbourhood. Calgary, Alberta Canada. Kirk designed a solution that reflected the name, "Infinity" in a custom solution derived from the “Infinity loop” or swash, as in architectural and graphic design, there are infinite solutions, truly endless. Kirk needed to come up with a contemporary symbol of the infinity loop that wasn’t the traditional symbol, but adding a level of surprise and intrigue. Therefore through quick sketching of the “infinity symbol”, it became apparent that the many lines of the quick sketch could represent different stroke weights representing infinite design solutions architecturally and graphically. The infinity loop became an integral design element used throughout the marketing collateral, integrating the brand identity together. By creating the full infinity swash and having it reveal itself under the die-cut circle hole on the folder cover, it created a unique surprise element in this creative solution. The font treatment for the wordmark needed to mirror the line work being clean, airy and smooth with no serif or dead end shapes keeping each letter form simple flowing shapes. The custom logo design stood out from the standard sales packages generally designed, it became a strong reflection of the development in itself – creative, custom and unequally designed homes.