Assignment
Define the character and create a brand based on the unique values of the residential development plan.
Specification
The apartment building in a quiet, exceptional lucrative part of town offers an exceptional combination of the advantages of living in a house and an apartment. This benefit is defined by the small number of flats in the apartment building, spacious communal garden, secure service and maintenance, a small garden for the ground floor flats and the connection to a quiet location with pleasant surroundings and quick access to the ring road and the city centre.
Background
Rare location, exceptional concept (combination of apartment and house benefits), limited supply (small number of apartments).
Target associations
Magical, dreamy, precious, special, peaceful, intimate, family.
Strategy
Our goal will be to create a brand that associates the dream of perfect living. A dream of preciousness, lasting value, peace and security. We envision a stellar space for a magical family life.
Key elements for visual and textual design
:: stellar – a word and image that illustrates the moments when we dream without limits and boundaries
:: exceptional premium – subtle shades of golden colours
:: magical – reminiscent of special moments
Solution
A suitable intersection of requirements from brief to strategy is the creation of a logo from a slice of the starry sky in the form of a constellation. The stars, the starry sky directly associate the dream of something magical and special. At the same time, stars refer to something premium and valuable. We have chosen the visually familiar constellation of the little chariot, or little bear in its Latin name. This also corresponds with the presentation of the union of several flats into one exceptional whole. The beginning of the constellation is formed by Polaris, which serves for navigation and reliably shows people the way home from the beginning of cultures.
