Life in/out of the city
Challenges:
- research;
- brand platform development;
- brand's verbal and visual attributes development;
- brandbook;
- development of brand identity attributes application guidelines;
- advertising strategy and advertising materials;
- web-design;
- launch.
Client:
«KilStroyInvest» LLC (Ufa).
Many of us are tired of urban rhythms and prefer to live in silence in woods, especially with regular birds’ singing in the morning. The European approach – to work in the city, to live in the country – came to our town. «Ecopolis» residential complex is just one of those. A unique project for Ryazan with total area of 550,000 sq.m of low-rise buildings in the style of «modern minimalism». However, there was no clear positioning, visually the project also did not stand out against its rivals, though the competition is tough ... What should they do? Correctly. Total rebranding.
In a highly competitive market, it is important not only to be noticed, but also to be trusted. The received insights said that with all the desire to live in the ecozone, citizens did not want to give up the benefits of civilization. From here Pavlov's Design gave birth to a new positioning: «Ecopolis» is a new eco-city, and not just another residentioal complex with simply many apartments. In addition, this ecozone is only 9 minutes away from the big city. Thanks to the client's courage, the brightest concept was chosen and implemented, which immediately affected brand recognition and sales.
