When it came to their premium project in an equally premium location, Runwal Group asked us to collaborate with them in creating some unique upmarket marketing material. A small research amongst other developments in the vicinity was undertaken to find the different choices and preferences that customers/prospects had in front of them. This culminated into several interesting insights and outlooks on what this new residential project could be, as well as how the brand strategy and overall marketing would be developed.

For YOUNG, The Reserve was not simply a branding project. Based on the local market research and vast experience, we helped identify that the density of people living in our project would be far lower compared to other projects in the vicinity. To put it simply, it meant more space per resident. Moreover, the floor space index used in our project was 1.33, compared to the other projects that used a FSI of 4. The lower density was quickly established to position our project as “PRIVATE RESIDENCES”, since we planned only one apartment per floor per wing. To drive this point of “Private Residences” home, the creative cleverly showcased images of the Alps with a ‘Private Residence’ nestled on the top. Other such imageries were used to create a distinct equity in the consumers’ mind.

This positioning helped the project to stand apart and attract audiences who were seeking an exclusive private life. The images that were used in the advertisements and other marketing collaterals helped establish the concept of Private Residences sooner than expected, thus driving sales and enabling the developer to escalate prices.

Naming, Brand Strategy, Brand Identity, Advertisement Campaign, Brochure, Marketing Collaterals