At the time of referral to Brandson agency, «TOR» construction holding started a project on construction of a multifunctional residential complex of «Business» and «Comfort+" class at the junction of Vyborgsky and Primorsky districts of St. Petersburg, where the main construction had already been virtually completed.
The task of the agency was to develop a brand for the residential complex that increases its attractiveness reflecting its key advantages and offering to the people a comfortable and a safe lifestyle.
Specialists of Brandson branding agency conducted extensive research of the market of residential property, as a result of which the key advantages of Fortis residential complex were identified: a large covered space, a developed internal infrastructure and modern construction technologies, but the main advantage was a multifunctionality of the complex: everything is combined here for both a comfortable life, and for doing business. This is saving of time, which is usually spent on getting to the kindergarten, shops and sports complexes.
ПPositioning of Fortis multifunctional residential complex is based on the following main dominants:
Status + Reliability + Modern technologies
These ideas formed the basis for the development of verbal and visual attributes of the brand as well as its promotion concept.
This concept expresses the multifunctional capabilities of the complex: the residents can brick by brick «construct» their ideal world for comfortable living:
Advertising: For promoting the Fortis residential complex specialists of the agency developed a communication concept.
Advertising is meant for conveying to potential customers a unique offer of the company: the lowest prices for square metres during the promotional event.
This idea is conveyed by the slogan
«A real apartment at a toy price!».
As part of an integrated promotion of Fortis brand, specialists of the agency prepared «TOR» construction company for participation in the exhibitions having developed not only the stand and advertising materials, but also different events.
The basis of the creative concept was the idea of a bright modern slashing life. All this was embodied at the stand and the atmosphere that we tried to create around it.
Specialists of the agency developed a website dedicated to Fortis residential complex and full of factual information. Under the promotion programme a series of Internet banners was also developed for placement on thematic portals.
The slogan created for the complex «Live in a business class way!» supports the idea of brightness and selectness correlating with the brandline of the complex «The territory of the worthy ones «. The slogan was placed in advertising modules, information materials as well as on the stand proper.
Advertisement: For the last stage of promotion a concept of outdoor advertising was created that informs about commissioning of the facility. The slogan of the concept is «Get accustomed to it!». This message was placed on the billboards close to the complex and at the nearby ski resorts.
Project managerViktoria Gorobets
Art DirectorDaniil Ostrovskikh, Timur Salikhov
Analytics and strategyElena Yufereva, Viktoria Tikhomirova
CopywritingViktoria Tikhomirova, Aleksey Rumyantsev
DesignSergey Bortnikov, Vladimir Il’yashenko, Vladimir Trusov, Roman Mavrin, Denis Razumov