A redevelopment project in one of the desired locations in Mumbai, Chembur, is not something new but here was a project that differentiated itself in many ways.

A project which was being planned as a luxury project and a location which is supreme in terms of connectivity but surrounded by abundant greenery. A rare and unique product indeed.

We have always believed that a product needs to be positioned in the right manner and then taken to the market. This we feel works better rather than just going ahead and designing brochures and collaterals. So in this case too we structured our tasks in this manner.

Task 1 – Naming
Cracking a name of the project which captures its essence, differentiates it and has the potential to give wings to creating interesting communication.
“Words have meaning and names have power”
How we added power for this project by recommending a perfect name-

Project Name
SAFAL MONTBAY

Rationale
MONT + BAY
‘MONT’ derived from the fact that this project is surrounded by greenery and the BARC mountains loom high on one side.
‘BAY’ derived from the location of the project which is at the cusp of Sion Trombay Road near the Eastern Freeway. It is at the border of Chembur and leading up to Navi Mumbai and Trombay.

Reason To Believe
From the higher floors of this project the Vashi Seaface and Bay is visible.

How It Works For This Product
The name MONTBAY phoenitically rings well and portrays a luxury. After all, we tend to attach perceptual premiumness and desire quotient to such nomenclatures due to our exposure to Mont Blanc (luxury brand), Monte Carlo (desirable destinations), etc.

Task 2 – Identity and Visual Representation of the Name

Post the name being approved our design team was assigned the task of coming up with a logo which befits the name as well as the product and enhances the luxury quotient which was sought to be created.

The final logo which was approved is as below –

Task 3 – Positioning Strategy & Concept

Before embarking on creating communication and collaterals for SAFAL MONTBAY our brand strategy team got down to creating some interesting positioning concepts.

Brief to the team –

To come up with a positioning concept which –
a) Captures the essence of the project,
b) Can act as a strong pillar for spring-boarding communication,
c) Has the potential to be articulated as a crisp tag-line

Outcome – “IT’S LUXURIOUS, IT’S SERENE. IT’S SAFAL MONTBAY”

Task 4 – Designing a brochure

To create a larger than life brochure (both in terms of size, format as well as visual depictions/tone of voice) which captures the unique highlights of the projects while amping up the luxury quotient

The output is as below