There is a lot of clutter of stock images and ‘smiling people’ in real estate today. Custom-illustrations guided the visual style for the brand design of this real estate project.
Aiming to shy away from the endless barrage of self proclaimed, “Own a house 10 minutes away from MG road” real estate projects , Frangipani gave us the perfect opportunity to try something truly classy and genuine compared to the hordes of uninteresting housing endeavors out there. The task was to create a brochure highlighting the joys of living amidst nature on the periphery of the city. Not to mention the behemoth size of each plot at Frangipani.
Divyasree’s uber luxurious project, nestled in the heart of the city, needed a brochure that matched caliber of its size, scale and of course, luxury. This project redefined fine living in a city where the word ‘luxury’ gets thrown around a lot. Since the target audience comprises of an elite sect of High Net-worth Individuals(HNI), everything in and about the brochure had to be immaculate.
Branding a real estate project in an unfamiliar city is a lot like building a house of cards. You need to be patient, precise and careful because one wrong move can bring everything crashing down. The first step in such cases is to understand the target audience – after all, you’re in alien territory!
After putting an extensive brochure/magazine together, the next step was to create an online portal (www.frangipanicountryestates.com) that captured the same rooted feel emanated by its print counterpart for Frangipani Country Estates, a serene, luxury project away from the hustle and bustle of the city.
‘Luxury Living’ is the most used term in Bangalore when it comes to real estate at the moment. It has reached a saturation point where the target audience does not even bother to read or acknowledge the term. It is treated with the same disdain as a politician’s promise. But, luxury living and a unique lifestyle was what the brand was offering, so the key was to make people appreciate true luxury living and the finer aspects of the high life being provided at Townsville.