Fairstart's mission is to make home ownership more affordable for hard working, middle-income Canadians. With homes for sale and a purchase model that involves a Fairstart shared equity mortgage to reduce the down payment buyers have to pay at the start, Fairstart makes buying a home more realistic for more people.

We worked with branding and communications agency Cause+Affect to develop a playful identity using cartoon style ads that poke fun at the affordability crisis in Canada. The "Fairstart guy" emerged from the sketches and has become a repeat character in Fairstart's campaign ad work.