A residential project which would satiate the desire and need of every home-buyer in a city like Mumbai – cusp of connectivity through multiple forms of commute, ease of access to reach anywhere within the city and to add to it a sprawling golf-course right next to your home !! is there anything else which anyone could ask for? The challenge from a branding and communication point-of-view was how to bring out all these advantages.

Our philosophy as a branding specialist and an advertising agency has always been that the audience normally remembers not more than two or three USPs and the essential ingredient to successful communication is how we can encapsulate and establish multiple salient features through a powerful concept for the product which the potential customer would a) connect with, b) remember, c) find unique.
So that was how we charted our branding journey for this project.

Task 1 – Positioning Strategy
While in most cases naming takes precedence, in this case we decided that it is critical to identify a powerful positioning statement for this project.

First we tried to ascribe a few words or terms which would be descriptive of the project and resonate with it in a meaningful way. The two words which the team cracked were “PRIVILEGE” and “CONNECTED”.

After all living next to a golf-course was a Privilege indeed and Connectivity was a function as well as an irrefutable advantage that this project had.

This then was percolated and articulated as the positioning statement of “PRIVILEGED VIEWS. CONNECTED LIFE.”

These four words not only captured the project in all its glory and was chosen as the central concept for the project but it also further gave rise to other interesting product power-statements like “WAKE UP TO THE GREENS, EVERYDAY” which formed part of other communication elements for the project – site-environment messaging, digital ads, brochure content, etc.

Task 2 – Project Naming
One line of thought for the project name was that it shouldn’t upfront mention Golf – this stemmed from the fact that the project name should carry some other aspect rather than the golf-course advantage. However, as an agency we were very sure that this project should directly stake a claim the the golf-views and should be unlayered and simple.
Hence the name SAFAL GOLF RESIDENCES was suggested, strongly advocated by us and agreed to by the client.

Task 3 – Identity and Visual Representation of the Name
The naming part done, now the next challenge was to develop a project logo which captured the essence of the name (Golf) with it appearing to be a logo for a residential project and not a golf-club. Multiple interesting options were developed and the final logo which was approved is as below –

Task 4 – Designing a brochure
For the brochure our design language was to capture enough of the golf-greens to give it a luxurious as well as privileged feel. The tone of voice and the calligraphy used also brought an element of freshness to the brochure.
The output is as below