By Roberto D’Andria, Owner & Creative Director at BEAR London
Growing in popularity over the last few years, property developers are beginning to see real benefits of creating standout branding before or while a property is in its initial stages. Used to build a sense of anticipation about the new project, branding helps to immediately define a sense of personality and reason in a positive manner, appealing to a range of target audiences and creating buzz around the new build itself.
A step-change in recent years
The new trend for property developments establishing a strong brand presence and promoting this prior to launching has grown rapidly in recent years. Here in the UK, this can be seen in many projects across the UK, especially in cities as developers look to make their mark in the local area and ensure hype builds around the new properties.
However, this poses one major question: how do you begin to create a personality with a recognisable voice through branding for something that hasn’t begun to take shape yet?
The psychology behind branding a property that doesn’t yet exist
Seeking a much more strategic approach other than using the address itself as a statement, branding is now a key element in creating an identity that takes a step further from the bricks and mortar, focusing more on creating a location that audiences can identify with and want to be a part of for years to come.
This can be seen across many new developments worldwide, however one award-winning project has been the recent redevelopment of the Kings Cross area here in London. With the new identity created to reflect various ghost signs in the local area, the new ‘KX’ branding from our friends at SomeOne adds personality to a major redevelopment that could have stayed relatively quiet to allow its proprietors to take centre-stage. Instead, the Kings Cross redevelopment has created an identity that surpasses the businesses who now call it their home, added to by a newly-created postcode, events and even a newsletter. With the use of the new branding, it created more of a community than a series of buildings.
Cybarco’s Trilogy – creating a luxury destination for the ground up
Having worked with Cybarco for over 15 years – including the development of the Limassol Marina – BEAR has extensive experience in creating a brand around something that doesn’t yet exist. With the Limassol Marina, no architectural plans or visuals had been created, yet we were tasked to position the marina as one of the most fashionable destinations. Our concept of ‘living on the sea’ successfully underpinned the message of this location being cool and fashionable, while determining the location as the hottest cosmopolitan seafront location in the Mediterranean.
The power of three
Following the success of the Limassol Marina, Trilogy will be the leading destination of commercial offices and residential living in Limassol. With a brief that simply highlighted the initial build stages of the three towers, the Trilogy identity was formed with a colour-scheme which reflected the bright hues of the Mediterranean, while the logo incorporated the buildings iconic designs, and a tagline that embodied the three main benefits of Trilogy: ‘Live, work, play.’
Identifying Trilogy as the number 1 destination for premium living before a single brick is laid only amplifies how necessary it is to build a brand through design. Simply saying that you plan to be something specific is one thing, but showing it is another. The Trilogy towers are already a huge success – especially in the Russian market – and this unique and exclusive development is now one of the most fashionable pieces of real estate on the market thanks to its iconic branding.