Branding for a Safe Town residential complex in a pandemic

TASK

Branding for a Safe Town that helped to launch the sale of the first phase of apartments in the new residential complex in the spring of 2020.

RESULT

We created branding for a Safe Town residential complex, in which the purchase of apartments seemed rational even during a pandemic. The entire first row was sold, despite the panic and initial distrust of apartment buildings.

ABOUT THE CLIENT

Safe Town is a Lviv development company with 11 residential complexes of various comfort classes.

PROCESS OF BRANDING FOR A SAFE TOWN

The height of the pandemic highlighted the disadvantages of living in apartment buildings: the inevitable interaction with outsiders, the lack of access to an isolated area, and to fresh air. In short, in the apartment, you turned out to be more vulnerable than it seemed before.

Any house in the village began to seem to our target audience a better option than the best apartment in the city. The main reason is protection and security.

However, the new complex from Safe Town covered this need. The developer turned the complex into a self-sufficient system in which you can live without close interaction with the outside world. And we decided to emphasize it.

However, the new complex from Safe Town covered this need. The developer turned the complex into a self-sufficient system in which you can live without close interaction with the outside world. And we decided to emphasize it.

FUNCTIONAL: Chief responsible developer, residential premises in ideal access to the most important infrastructure facilities, the territory of your house – a closed mini-town with a large walking area, recreation areas, shops, offices, underground parking EMOTIONAL: When your house is a fortress, you can score on the situation.

DECISION

Our main priority and the key message that has become the essence of communication is SAFETY. Naming was created in such a way as to emphasize the self-sufficiency of the residential complex as a system.

In addition, we developed a navigation scheme for the complex.

The first campaign branding for a Safe Town took place in the format of teaser boards. With them, we wanted to attract attention and announce what will be discussed next.

Okay, we’ve dealt with security. And what is freedom?

The pandemic has shifted the emphasis on building a strong and separate comfort zone. Where everything important is at hand, nearby – a community that likes it. And even if you work remotely, there is something to do and someone to talk to.

And Safe Town is designed to be independent in times of crisis. A large walking area, a well-equipped closed yard, a large number of commercial spaces. So if you want to grab a coffee or take your dog for a walk, you don’t even need to take off your slippers. Everything is nearby!

And when you get security, and therefore freedom, you can behave like the dude in our ad. Because you are free and easy.