The task
Port EMM in Zavidovo is a resort project by big water, and the language of a city development does not work here: people buy a state of mind, not square metres. Samolet needed the project's language, how it looks, how it sounds and what it says first, so that every later piece of communication could be assembled from one kit instead of being invented from scratch.
The idea
We built the brand communication around water and the harbour: rhythm, palette and graphics come from the embankment, the yachts and the horizon, while the verbal language comes from the feeling of a weekend that does not end. The first applications grew from this: key messages, the mood of photography, the layout principles of the first screens.
What we did
Verbal language. Tone, key words and messages about a state of mind rather than floor area.
Visual language. A palette drawn from water and wood, harbour graphics, principles for photos and renders.
First screens. The communication principles shown on real applications, not in the vacuum of a guideline.
Results
- the project had a recognisable language before the main campaign started
- the developer's marketing team assembles materials from a ready kit
- work for one of the largest developers in the country
