A residential project in the heart of Thane on a large chunk of land and developed by a company that has delivered several projects in the same vicinity to mid and higher mid-level audiences. Young was hired for branding two of their projects to be launched during the MCHI Thane Chapter Exhibition. The projects consisted of approx. 400 residences with certain commercial/retail inventory for sale. One of the project was earlier initiated in the market but was delayed from an execution point of view resulting in certain negative influence on the buyers.
After understanding the entire project and examining the micro market, YOUNG identified an opportunity with all the leverages of a city. The micro market comprised of Schools, Hospitals, University, Roads, Bridges, Places of worship and all relevant infrastructure that a city should have. The plot of the land itself being really huge with a clock tower, residential & commercial blocks supported our thinking of pitching it as a city.
Young created a brand called “Highland City” which encompassed all their projects. The launch of Highland City was initiated by illustrations styled around features of a great city. The illustration style used was to depict a well planned city and the colors chosen resembled sustainability. Results were seen immediately during the promotion of the MCHI exhibition with close to 40 apartments near booking.
Concept, Design, Illustrations, Advertisements, Brochures, OOH etc.
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Once confined to branding, communication & production development, design thinking has become central to strategy today. In the past 5 years, we have worked with several large, medium and small companies. In our role as a Creative agency, we were not limited in our thinking to only branding and communication. Our philosophy was to take a holistic approach to a client “How to use design thinking to make great things actually happen”. So here are a few nuggets of how one can differentiate a parity product through design.