the art of place branding

Creating Places where people want to be- Achieving successful destination brands for living, work, rest & play

The Art of Place Branding

November 2014

This presentation is intended for those interested in latest trends and for professionals facing the challenges in the effective branding, marketing and design of real estate. It focuses on residential placemaking, offices and workplaces, shopping and business centres.

Following a brief comment about nation branding, I use London as an example of city branding. I then review the city’s historical context and give examples of latest residential developments in terms of their branding and marketing strategies. How different districts and neighbourhoods are engaging their residents and visitors are included.

The challenges of changing consumer audience needs and aspirations, the internet empowered consumer and the implications of social media are discussed. Latest office, business centre and workplace design trends are reviewed. Recent Moscow case study examples are included - Oasis, Algorithm and Integral business centres, Group M workplace concepts together with an HSBC international initiative which aims at creating effectively branded environments to engage and motivate the users across their offices worldwide.

Shopping centres, as destination brands, increasingly rely on social media as a key marketing strategy and must ensure they can deliver a wide range of visit experiences. Examples of social media are included. Latest UK and Moscow centres are shown to illustrate effective brand development, marketing and design. Oz, Kaleidoscope, Smolenskiy Passage, Festival and Riviera shopping centre concept examples demonstrate destination brand development approaches for new and existing centres.

The final section will refer directly to the challenges in the Russian market in creating new residential communities. The majority of new housing developments seen around Moscow, for example, generally lack any attempt to achieve a successful place brand and a positive sense of identity. I provide some thoughts in the form of a checklist for developers and architects involved in the design and management of successful residential development.

The spaces between buildings and their planning and design treatment are a critical component in creating places and spaces where people want to be. Extracts from work by SCG London on a concept for Meshcherskiy Park, Moscow, demonstrate how a unique sense of place can be achieved.

The example of Rublevo-Arkhangelskoe, the development of a mini city near to Moscow for 40,000 residents shows some key principles in defining and creating an effectively differentiated place branding communications strategy and concept.

The Art of Place Making - Creating Places Where People Want To Be

Achieving successful destinations for living, work, rest and play.

Place Branding... nations...cities...AudiencesLondon Real Estate Marketing ChallengeOffices and Business CentresShopping CentresCreating Communities

Creating Places where people want to be

2

Who we are...

and design consultancy

real estate and corporate sectors

M.Video Maintaining leading brand status

Over the past 5 years, we have worked with M.video on many different aspects of their brand

Projects include retail concept development and external and internal image/communications

Detailed brand audit and research analysis

Various strategic and creative projects with different departments, including senior management, marketing and HR

Brand identity, sub branding, advertising, brand culture, marketing and communications.

Comprehensive manual documenting defining the use and application of the brand across all key channels and relevant media.

Example 1: The latin logotype in horizontal format reversed white-out of background colour

Example 2: The latin logotype in horizontal format within the exclusion area (freespace)

Yeni GLOBEX BANK logosu

Eski GLOBEX BANK logosu

What we do - Real estate

48

9/ Архитектурное решение9/ Architectural Expression

Galactica Park_Brochure_April 2008.indd 48 23/04/2008 19:10:24

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Galactica Park_Brochure_April 2008.indd 49 23/04/2008 19:10:35

Commercial success is based on achieving positive differentiation in a competitive market

Branding is managing your image and reputation to create an added value perception to differentiate …. a place, venue, product, offer, service and people

Creating Places where people want to be

Place branding Creating Places Where People Want To Be:

Nation...Region...City...District...Address...Centre...Workplace...Home

Nation Branding Audience Challenge :

Engaging diverse international and local audiencesCommercial... political... social... stake holders... vested interests... individuals...

City branding Competition for attention and preference in a globalised world

Enhanced status - a destination - a place where people want to live, work and visit

Challenge: Destination brand managementDifferentiation Coherence Clarity of image

Meeting expectations of different target groups: international tourists, residents, and potential investors

City branding

”When a man is tired of London, he is tired of life; for there is in London all that life can afford.” Samuel Johnson

“There’s nowhere else like London. Nothing at all, anywhere.” Vivienne Westwood

“I’m leaving because the weather is too good. I hate London when it’s not raining.” Groucho Marx

If you’re curious, London’s an amazing place. David Bailey

London is a roost for every bird - a modern Babylon Benjamin Disraeli

London has become the libel capital of the world.Richard Dawkins

A worldwide hub - “the capital of capitals”

London is a fantastic creator of jobs. Boris Johnson

London has the greatest serious music that you can hear any day of the week in the world David Attenborough

London... brand perceptions A megacity that defies simple definition

London...Brand Icons ArchitectureA mix of globally recognised architectural landmarksFull of contrasts - old/modern, traditional/radical

London...Brand Icons Human...Transport...Communication...HeritageA diverse, quirky mix Modern... innovative...reinvented...timeless... cliched...obselete...

London...Brand Icons Human...transport...communication...

London in 1746

London...Brand Attributes History... geography. A sprawling cluster of joined up villages contributes to its unique diversity of character

1943Social and Functional Analysis of London

London...Brand Attributes History... New zones - Places

London...Brand Attributes Neighbourhoods?

Many outer London boroughs are artificially branded neighbourhoods.

They don’t pass the “I come from...” test- the sense of place

London...Brand Attributes? The outskirts - names not places!

Outer London Boroughs identity crisis?

Rebranding/reinventing themselves in attempt to differentiate and create stronger sense of place

London...Development The Mayor’s London Plan Regeneration Intensification Coordination

Audiences ...

Consumers... Citizens

Changing needs and Aspirations

The changing consumer

Staying Relevant!

Different customer generations... ...changing perceptions & priorities

Tech-savvy

Grasp new concepts quickly

Enjoy change

Like personalisation & customisation

Seek stimulation, get bored easily

Social, connected, consultative

Caring, motivated by their mission

Want to make the world a better place

Major influence on baby boomers

“By 2015 Millenials will be 75% of workforce and will influence 74% of buying decisions” - Deloitte

Key Influence

London Consumers...Citizens Population Drift and Diversity

Diversity of incomes, lifestyles, culture, needs, aspirations

Capital’s population is changing not only in its size but also in its composition, distribution and quality of life.

Locations, concentrations and movement of different groups constantly evolving

Upwardly mobile movement to suburbs: ethnic group movements to outer boroughs, suburbs and towns; young people moving into inner diverse areas...Poverty rates in outer london have risen, in inner London they have fallen

London Real Estate Marketing Challenges

Creating visionsProjecting a lifestyleSelling a sense of place ….

Real Estate Marketing - London Property Mania

Property TV Shows “Media Property Porn”

Real Estate Marketing - London Property Media

Previous buildings

Creating A Vision Replacing post-war buildings

Selling Design... LifestyleArchitectural BrandingAligning architecture and brand together

Our intention is that the idea behind Royal Wharf is groundbreaking, rather than any particular building. While much development along the Thames has tended to be somewhat skin deep, our plans for Royal Wharf go much further: it’s not that a river runs through it, but a high street, and off the high street, side streets, with the occasional mews. If this sounds famil-iar, it’s because we’ve taken our inspiration from the way London developed historically, providing the growing population, especially families, with a rich mixture of buildings, with many different functions, but with an organic rather than a planned feel. Our ambition is that Royal Wharf will come to be seen as a model development for future urban regeneration.

Place Branding - Creating a traditional sense of place. ”New heritage”

Place Branding - “More London”Creating a totally new sense of place

...with new city spaces

Place Branding - “More London”Creating new city spaces

Place Branding - Using location geography

London’s highest residential apart-ments. Rising 500ft above a global financial district: a view that few will share and a heightened sense of being even less will experience. Look down on one of the world’s most power-ful business centres. Look across the whole of London. Look up to no one.

Place Branding - Aspirational messages

Place Branding - Art and ArchitectureThe Greenwich Peninsular Marketing Hub & Art Gallery

Conceived as part of the on-going regeneration of Greenwich Peninsula, NOW Gallery will sit within the hub as a free, permanent public art space. Its exhibitions will show for three months each, featuring commissions from well-known and upcoming artists and designers.

Community Branding - For “OWLS”Creating a sense of place and involvement A Housing Association that has become a £300

million housing company bringing together, with partners, a £1 billion regeneration project on an area of land the same size as the Olympic Site and almost opposite it. The HARCA are a registered social landlord owning and managing around 8490 homes in East London.

ORDINARY WORKING LONDONERS

Offices... Business Centres

The changing workplace- new market dynamics- employer brand challenge

Building Brands... Multi Level Public Porosity... Mixed OccupancyThe Shard ‘Cheesegrater’ ‘Walkie talkie’

“Vertical City” “Sky Garden”

Offices come in all shapes and sizes!- ‘Life is work, work is life’

Offices come in all shapes and sizes!- Work, rest, playlounges... hubs... mini branches... financial spas... cafes... chill out zones... community centres... play

areas... supermodern... high fashion... retro... traditional... relaxing... stimulating... styled like shops... homes... conservatories... airports... nightclubs... libraries... boutiques...

The Consumer Driven Office

A new office consumer… TMT sectorNew occupiers… young millenials‘Studios’ not officesBlurring of work and play work is life…life is work- Want funky locations…place that has buzz…squares, parks, restaurants, retail, hang-outs- Want authenticity…character…history- Want facilities…cycles and showers…- Want ‘value’ – flexible space, contract options,lower ‘different’ specifications

The Consumer Driven Office - Tea Building London

Images courtesy of Derwent London

The New ‘A’ Class

AlgorithmBusiness CentreLorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis

Business Centre Brands - Creating Tenant Communities

Business Centre Brands - Creating Tenant Communities

OasisBusiness CentreLorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis

Business Centre Brands - Creating Tenant CommunitiesIntegral, Moscow

IntegralOffice & workplaceLorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis

Group M - Differentiated “Worlds”

• Group M • MEC• Maxus• Mindshare • Mediacom

5 levels... 9,500 sq metres

“Legenda Tsvetnogo” Business Centre, Moscow

Group M - Differentiated Worlds

Group M - Group M - Differentiated Moscow Agency Workplaces

Before & AfterGroup M - Before and after...Before and after... Brand engagement

11 5 28

00

11 5 2800

4.1G

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4.16G4.16G4.17G

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4.14G

New Values... New EnvironmentsHSBC

· Branded o�ce workplaces

· To engage... to motivate...

· 750 o�ces in 87 countries

· Strategic global graphics concept to reflect values and attributes: open, dependable, connected

· A unified look and feel adapted to suit market and cultural mindsets

· For head and general o�ces, data centres, call centres

New values – new environmentHSBC - New values - new environment

HSBC - New values - new environment

Shopping Centres

Where people want to be... again and again

Shopping centres are destination brands

The Challenge: To achieve a synergy of branding,marketing and visitor experiencePositive Differentation... Delivering the Promise... Optimising Resources

Brand Equity = Image and Reputation = Capital Value Your brand is an asset... that needs to nurtured and managed

Shopping centres are destination brands

Social Media Challenge

“A brand is the sum of all conversations happening around the brand”

Problems:Expensive High external costs - ad creation, media buying, printing etcOne way process - passive consumersOutward bound only Difficult to track results

TV, radio, billboard, newspaper and magazine advertising, direct mail, brochures and leaflets

‘Traditional’ media - ‘push’ marketing

‘Talking at’ consumers, not interactive

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838 - 1922)US Departments Stores owner & ‘Father of Advertising’

‘Traditional’ marketing

MESSAGES AWARENESS INTEREST ACTIONDESIRE

Focused MessagesCentreBrand

Photosharing

Social networking Video campaigns

Forums

Blogging Social bookmarks

Traditional channels are no longer the primary marketing mediaThey often act as an awareness enhancement tool for online marketing

Online MediaTraditional Media

Push & Pull

‘New’ media - interactive marketing

#WINTERWONDERFULTurning Followers, Likers and Instagrammers into shoppers

OUR POSTS

Win £300 to spend at HUGO BOSS with today’s WinterWonderful. Simply like Metquarter Liverpool and share for your chance to win!

Metquarter Liverpool shared a link.10 December 2013

Every girl deserves a bit of sparkle in their lives and this Links of London stardust bracelet will give you exactly that! Like Metquarter Liverpool and share this pic for your chance to win today’s glittering #WinterWonderful prize! The question for the winner is, will you keep it for yourself or give the most beautiful gift to your loved one? Decisions decisions!


Your make up bags are filled with your favourite make up products, but do you have the right tools of the trade? Win a 9 piece MAC make up brush set and handy pouch worth over £200 courtesy of today’s #WinterWonderful! You know the drill by now…like Metquarter Liverpool & share this pic for your chance to win!


1,128 900 1,409321 443 6522,218108,224 61,396 112,384

1456 2,642

Likes Comments Shares Facebook Reach

THESE ARE SOME OF OUR MOST POPULAR POSTS, WITH THE RESULTS SHOWN BELOW

FACEBOOK AD – PROMOTING THE COMPETITION

WE CREATED A FACEBOOK ADVERT THAT WOULD APPEAR IN PEOPLE’S NEWS FEEDS THROUGHOUT THE DURATION OF THE CAMPAIGN.

THIS WAS TARGETED TO MALES AND FEMALES LIVING WITHIN 50KM OF LIVERPOOL AGED 18 AND ABOVE.

RESULTS

+96%

+94%

857,98822,693+121%+23%

LIKES INCREASED

TOTAL REACH

TOTAL SHARES

FOLLOWERS INCREASED

FOLLOWERS INCREASED

INCREASE IN TOTALSOCIAL MEDIA FOLLOWERS =

INCREASE IN YEAR-ON-YEAR DECEMBER SALES

+35%

+4%

+94%

+2%

+10%

MQ FLOWERS

+9%

+4%

+29%+9%

Building AuthorityRecently launched:• Downloadable recipe book • Fashion blog

Westfield, LondonStrategic marketing • ‘Pulse’ with original content promoting tenant

brands + links to related social media

Keeping the brand freshWebsite plays key role in ongoing promotion of image, information, tenant brands, events etc

Esentai Mall, Almaty, KazakhstanStrategic brand positioning

Delivering the promise

OZ - ‘Name power’

Kaleidoscope - ‘Local hub’

Smolenskiy Passage - ‘Reconception’

Festival - ‘Update’

Riviera - ‘Recycling’

OZ - ‘Name Power’

Creating places where people want to be...

July 2006 © SCG LONDON

“The brand that makes people smile”

OZ - ‘Name power’ - Unique, adaptable, memorable

www.oz-centre.ru

EASTER at OZwww.oz-centre.ru

MEET SANTA at OZwww.oz-centre.ru

CHILDRENS EVENT

www.oz-centre.ru


EASTER at OZ

www.oz-centre.ru MEET SANTA at OZ


www.oz-centre.ru


MEET SANTA at OZwww.oz-centre.ru

CHILDRENS EVENT

www.oz-centre.ru


EASTER at OZ



www.oz-centre.ru www.oz-centre.ru FASHION • CINEMAS • RESTUARANTS • LIVE ENTERTAINMENT

www.oz-centre.ru

День Св.Валентина в OZ.

14 апреляшоппинг с улыбкой шоппинг с улыбкой

AIM PD : 572 : 3.0.1 : CUSTOMER MINDSETS - IDENTITY B AUGUST 2006 © SCG LONDON

AIM PD !"#"$%" &'()*+,)) - )("-*).)/&!)0 B

!"#, $%& %' (&$#)* +,- .,'/&0 +,- +#%#1 +,- 2&+'+,- 3#"%&345&!+,- 64"(7

+,- .,'/&0+,- 2&+'

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Kaleidoscope - ‘Local Hub’


Delivering the promise - The Kaleidoscope Experience

“Exceptional place brand experience”

Before we started...

A vision to turn a sterile site into a first choice place to be...

The vision realised...

The final logo and message “Always Different, Always Yours”

Kaleidoscope, December 2008 5

Вход в метро

Центральный тотем

Рекламный тотем

Пространство для проведения мероприятий

Обзор местностиSite Overview

Creating a community destination hub

bus stops

stage

seating

raised viewing levels

tenant totem

tenant totem

retail units

metro

SCG LONDON8 Plato Place72-74 St Dionis RoadLondon SW6 4TU

t +44 (0) 20 7371 7522www.scglondon.com

SITE LAYOUT PLAN

Client: Status: INFORMATION

Drawn by: Authorised by: Project No:

Drawing:

Contract:

For information onlyDimensions to be verified on siteAll measurements are in millimeters

Notes:-

Specification:-This drawing is the copyright of SCG London.Figured dimensions to be taken in preference to those scaled. All

dimensions to be checked on site before any work proceeds. The contractor is to provide full size setting out drawings based on the

information contained in this drawing for the designers approval

prior to commencing manufacture. The drawing is issued on the condition that it is not reproduced, retained or disclosed to any

unauthourised person either wholly or in part without the consent in

writing of

Drawing No:Date: Revision Comment Date Auth.Revision Comment Date Auth.Issue:Scale: Print size: A3

NOTE: DRAWING PROVIDEDFOR INFORMATION ONLY

A3=1:500

AND

KALEIDESCOPE

RRHRRH

17-02-09 548 A0-01

548

A5-03

01

A5-05

01

A5-02

01

A5-02

01

A5-01

01

INFO

EntranceTo the shopsEntrancePay Station

Please Pay Here.

Car Park Tarif:upto 2 hours Free.-

2-3 hours 75.-

3-4 hours 150.-

4-6 hours 500.-

6+ hours 750.-

Please pay for parkingat Pay Stations beforeexiting the Centre

ELEVATED SECTION A-A

Plan Legend - Car Park Level 1 A

A

B B


A

B B

Thank You.

Парковка Car Park Section, Plan and Entrance Principles


ZONE

MZONE

MZONE

MZONE

MZONE

MZONE

MZONE

M

ZONE

CZONE

C

ZONE

C

Длинная Секция Long Section


EntranceTo the shopsEntrancePay Station

Please Pay Here.

Car Park Tarif:upto 2 hours Free.-

2-3 hours 75.-

3-4 hours 150.-

4-6 hours 500.-

6+ hours 750.-

Please pay for parkingat Pay Stations beforeexiting the Centre

ELEVATED SECTION A-A


A

B B


A

B B

Thank You.

Парковка Car Park Section, Plan and Entrance Principles


Creating effective zoning

Distinctive architecture - local landmark

Marketing channels synergy

Kaleidoscope project overview 42

WebsiteHomepage


WebsiteContent pages

Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.

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Opening TimesMonday 9.30am – 8.00pm

Tuesday 9.30am – 8.00pm

Wednesday 9.30am – 8.00pm

Thursday 9.30am – 8.00pm

Friday 9.30am – 8.00pm

Saturday 9.00am – 8.00pm

Sunday 11.00am – 5.00pm

Bank Holidays 10.00am – 6.00pm

Three MusketeersRated: 12ARelease Date: 12/10/11View Trailer

Rated: URelease Date: 07/10/11 View Trailer

The Lion King 3D

Find out more here

What’s on Coming Soon

Catch up on our exclusive winter catwalk show and behind thescenes action from Karen Millen.

CatwalkShow

Book Now

Book Now

AnonymousRated: 12ARelease Date: 28/10/11 View Trailer

Rated: TBCRelease Date: 04/11/11View Trailer

Tower Heist

Book Now

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At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta-tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE



Menu Events

Cinema

Kaleidoscope Mall

Tenants

Gallery Brands

Services

Leisure and Entertainment

Photo Gallery

Videos

Write a letter

Getting Here

Contact

Leisure

Ice Skating

Bowling

Kids Club


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Opening TimesMonday 9.30am – 8.00pm

Tuesday 9.30am – 8.00pm

Wednesday 9.30am – 8.00pm

Thursday 9.30am – 8.00pm

Friday 9.30am – 8.00pm

Saturday 9.00am – 8.00pm

Sunday 11.00am – 5.00pm

Bank Holidays 10.00am – 6.00pm

By Metro

accusamus

dignissimos

ducimus qui

blanditiis

praesentium

voluptatum

By CarAt vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.

By Bus

X59, X91, 289, 234, 500, 345, 845At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.

WalkingAt vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.

Monday - Sundaydignissimos 0.00ducimus qui blanditiis 0.00qui blanditiis 0.00qui blanditiis 0.00dignissimos 0.00ducimus qui blanditiis 0.00

Menu Map

Car Park Rates

Getting Here

Kaleidoscope Mall

Tenants

Gallery Brands

Services

Leisure and Entertainment

Photo Gallery

Videos

Write a letter

Getting Here

Contact

Marketing channels synergy


Environmental promotionAdvertising kiosk


Promotional - seasonal campaignsAutumn

осенние открытияв Калейдоскопе


Promotional - seasonal campaignsWinter

Distinctive advertising image

СТАРТ

представляет:

Игра


Kaleidoscope characters - Skopi familyThe family

S

Боулинг клуб

Билеты - Цены

Взрослый билет(1 час) – 300 рублейДетский билет(1 час)- 200 рублейБилет для членов клуба(1 час)- 150 рублей

Добро пожаловать в боулинг

Bowling clubМишкин клуб катания на коньках

Ледовая А

рена

Боулинг клуб

Билеты - Цены


Добро пожаловать в боулинг

Bowling clubМишкин клуб катания на коньках

Ледовая А

рена

Добро пожаловать на катокПривет! Хочешь со мной покататься?Записывайся в детский клуб катания на коньках «Калейдоскоп».Вся информация на стойке регистрации.

Прокат коньков

Прокат коньков – Цены


Клубная картаМишкин клуб катания на коньках



Ледовая А

рена

Ледовая А

рена

Memorable characters

Memorable interiors

Dynamic easy circulation

Simple effective navigation

Smolenskiy Passage - ‘Reconception’


Reconceiving a centre - making it relevant

Image and profile - marketing events and activities

Venue environment - Step by step phased investment - Communication, signage, graphics - Decor upgrades - lighting, materials, finishes - Remodelling, extensions

Tenants and facilities mix - appropriate brand profiles, zoning and adjacencies

Management culture - the best people and services

Smolenskiy Passage, Moscow

2009 Challenge - Phased upgrading of a well known city centre venue. Re-planning tenant space to ‘open up’

complex vertical mall

Strategy - Creating a premium destination for a two stage

development programme - phased identity, communications,

environments

Smolenskiy Passage Reconception

2009

Challenge - Phased upgrading of a well known city centre venue. Replanning tenant space to ‘open up’ complex vertical mall

Strategy - Creating a premium destination for a two stage development programme - phased identity, communications, environments.

The ‘Before’

June 2009

Smolenskiy Passage - Dull, Cluttered and Confused

Smolenskiy Passage - Build on the name

Smolenskiy Passage reflects and communicates the special history and traditions represented in the name.

Smolenskiy Passage - Brand Message

Smolenskiy Passage - Media touchpoints

Smolenskiy Passage - First Impressions

Smolenskiy Passage - Entrance Piazza

‘A vibrant city space – always something happening’

ПИАЦЦА

Smolenskiy Passage - New Planning

First floor plan option Anot to scale

Key1 SCP banquette seating2 Champagne bar with moveable screen3 Champagne bar table seating with moveable screen4 Info reception5 Advertising6 Graphic wall treatment7 ATM8 Parking ticket machine9 10 Secondary promotion 11 Segis bench12 Toilet wall graphic13 Floor standing lamp14 Big event / exhibition

SPW - 5001 Main totem directorySPW - 5002 Freestanding - floor directorySPW - 5003 Wall mounted - floor directorySPW - 5004 Ceiling sign 1500x300 - directionalSPW - 5005 Wall/column 400x300 sign - directionalSPW - 5006 Wall / column 200x200 sign - directionalSPW - 5010 Info lecternSPW - 5011 Business directory

NoteAll furniture elements (including champagne bar) to be moveable to allow for special events, i.e. fashion show

WC cube

Info lectern SPW - 5010

SPW - 5004

SPW - 5004

SPW - 5004SPW - 5011

SPW - 5001

SPW - 5001

SPW - 5005door info stickers to toilet doors

SPW - 5006

1

1

5

214

3

7

8

4

11

12

13

6

1

5 5 5

10

10

10

10

10

10

Smolenskiy Passage - Activity Zones

0.000 0.0000.0000.000

+2.100+1.800+1.800

+4.900

+8.000

-2.100

-2.750

+11.100

+14.200

+17.300

+4.200

+6.300

+8.400

+10.500

+12.600

+16.800

+4.200 +4.200 +4.200

+8.400

+12.600

+16.800

+20.400

+12.600

+8.400 +8.400

+12.600

+16.950

+15.700

+21.450

-4.950

+21.150

1600

+4.200

19 201 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Piazza‘a vibrant city space – always something happening’ Mezzanine‘fashionable place to take a break’ Terrace‘a special place to eat, drink and socialise’

Fashion Studio‘Moscow’s premier designer collection’

1

2

3

4

2

1

3

4

4

3

Smolenskiy Passage - Brand Touchpoints

Информационный столПластиковый световой короб на металлической основе.

Изображение печатается на пленке, которая наносится на обратную сторону верхней 10мм прозрачной панели, закрепленной на металлической раме.

Внутренняя подсветка белым светом (светодиоды).

Карманы для брошюр

Цвета представлены в Pantone и CMYK

C 30M 72Y 74K 84

476 EC

C 20M 25Y 29K 61

404 EC

C 13M 17Y 20K 36

402 EC

C 14M 2Y 100K 16

397 EC

1100mm

30

720mm

Магазины и рестораныРасположение и информация

700mm

1200mm

Basement Level 1 Level 2 Level 3 Level 4

1

2

34

5

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7

14

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1 2

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891011

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891011

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6242526

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Info lectern directories

Note : All dimensions and details should be crossed referenced and checked with technical drawings supplied to contractors. All details should be confirmed with the client prior to installation..

Info Lectern SPW - 5010

Festival - ‘Update’


SCG London Page 37

Festival - Concept Reconception

2005 - Challenge

Creating a mass market city center ‘for the family’. - differentiating from 70 other centres in Moscow. Transforming a mediocre building development in progress to an international standart retail venue.

2012 2011-2012

Refreshing existing brand concept up-to-date.

2005 - Challenge

Creating a mass market city center ‘for the family’. - differentiating from 70 other centres in Moscow. Transforming a mediocre building development in progress to an international standard retail venue.

2011-2012

Refreshingexisting brandconceptup-to-date.

Festival - Concept Reconception

SCG London Page 38

Festival - Inspiring Name

Festival, Moscow

The Identity

Festival - Inspiring Name

SCG London Page 39

Festival - Day And Night Impact Day and night impact

Festival, Moscow

Festival - Day and Night Impact

SCG London Page 40

Festival Refreshment 2012 Seasonal Freshness

‘Update’Seasonal Freshness

Festival Refreshment 2012

Festival

SCG London Page 42

About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

Real Estate: Festival: Shopping centreReal Estate – Festival

FESTIVAL BRAND REFRESHMENT 2010

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Marketing

Festival, Moscow 2005

Festival

Marketing

Festival, Moscow 2005Marketing

Festival, Moscow 2005Marketing


Marketing


Marketing


Marketing


SCG London Page 41

Festival - Graphic Impact

ProductsStores

Home Offers News Tickets Games Contact

Spring

Seasonaltheme

Spring at festival

+read more

Home Offers News Tickets ContactStore Search

Festival - Graphic Impact

SCG London Page 42

Festival - Service Impact / Stylish Comfort

SCG London Page 43

Festival - New Food Experiences

Riviera - ‘Recycling’


Riviera New Moscow destination

1

Торгово-развлекательный центрОткрытие: VI квартал 2015

Shopping & Entertainment Center Opening: Q4 2015

Торгово-развлекательный центрОткрытие: VI квартал 2015

Shopping & Entertainment Centre Opening: Q4 2015

АвтозаводскаяТульская

Замоскворецкая

Серпуховско-Тимирязевская

76

ТРЦ «Ривер Молл» имеет отличную видимость и транспортную доступность с ТТК. Такое расположение сделает его удобным местом для шоппинга и проведения досуга и для пользователей многих других транспортных артерий города, таких как: улица Велозаводская, проспект Андропова, Варшавское шоссе и прочие.

ТРЦ «Ривер Молл» находится между двумя станциями метро: Автозаводская и Тульская, совместный дневной поток которых составляет более 130 тыс. человек. От данных станций метро будут курсировать автобусы торгового центра.

Непосредственно перед ТРЦ «Ривер Молл» размещаются две остановки общественного транспорта, где останавливаются 11 маршрутов автобусов и 4 маршрута троллейбусов.

Параллельно с реконструкцией и застройкой территории ЗИЛа намечен ввод в эксплуатацию станции метро Технопарк в середине 2015 года, а также планируется строительство транспортно-пересадочного узла Московской кольцевой железной дороги. Оба объекта будут находиться в пешеходной доступности от ТРЦ «Ривер Молл».

SC River Mall has great visibility and transport accessibility from the 3rd transport ring. Such a strategic location makes it a very convenient place for shopping and leisure for people using other transport arteries of the city, such as Velozavodskaya street, Andropova Avenue, Varshavskoe Highway and others.

SC River Mall is located between two metro stations: Avtozavodskaya and Tulskaya. These have a total daily traffic of more than 130 thousand people and will be served by shopping centre shuttles.

Two public transport stops with 11 autobus lines and 4 trolley lines are located directly in front of SC River Mall.

In parallel with the ZIL renovation and development, the commissioning of a new metro station, Technopark is planned for mid-2015. This is in addition to the construction of a new transport interchange linking with the Moscow railway ring. Both stations will be located within walking distance of River Mall.

Выгодное месторасположение и отличная транспортная доступностьBeneficial location and excellent transport accessibility

Карта транспортной доступностиRoad map

Карта метроUnderground map

Ленинградское шоссе

Во лгоградский проспект

Каширское шоссе

Шоссе Энтузиастов

Щелковское шоссе

Пр

оспе

кт м

ира

Я

росл

авск

ое шосс

е

Дм

итро вско

е

шоссе Бу

тыр

ский Вал

Звенигородское шоссе

Волоколамское шоссе

Ленинградский проспект

Можайское шоссе К

утузовский проспект

Варш

авск

ое

шос

се

Ленинск

ий просп

ект

Riviera Transformation challenge Concrete fortress... Regeneration catalyst

Riviera Creating a special sense of placeOptimising the unique river front

Riviera Creating a vision

Riviera - Brand guidelines 1

Brand Guidelines


Riviera is for... shopping, fashion, food, ideas, experiences, leisure, events, entertainment, culture, socialising…

A unique venue… for everyone and for all occasions

A unique venue

1. The brand

Riviera is special. There’s nowhere else like it in Moscow.


A place for everday shoppingis...

A unique venue

1. The brand


A premier fashion destinationis...

A unique venue

1. The brand


An inspiring place to beis...

A unique venue

1. The brand


is...A bustling destination

A unique venue

1. The brand


A sense of freedomis...

A unique venue

1. The brand


A place for friends and familyis...

A unique venue

1. The brand


A place for celebrationis...

A unique venue

1. The brand


We create Looking at things differently; imagining ideas and possibilities

We achieve Aiming high; planning for success

We engage Opening up opportunities; building loyalty; working collaboratively

We stimulate Exceeding expectations; creating surprise, delight and interaction

We deliver Acting with integrity, reliability and accountability

Vision & values

1. The brand

Our values

Creating communities

Russian market challenge

Meshcherskiy Park ‘Creating spaces as places’ Rublevo - Arkhangelskoe Putting on the map Creating a sense of place and community

Creating communities not “housing”Russian market challenge

Economic climateRussian market challenge

Creating Communities not ‘ Housing ‘

Successful Placemaking is all about People... the Consumers!Challenge : Creating a sense of place where people feel they belong … where they want to stay … a community they want to engage with

Developers need to create the ‘ hardware ‘ - the physical design and attributes of the location, architecture, spaces, infrastructure and facilities that will be a catalyst for activating the ‘ software ‘ - the people, experiences and activities that will define and create an exceptional local culture and sense of identity

Russian market challenge

Checklist Criteria

Local Identity …. Creating a sense of place … narrative …naming / icons - district, streets, buildings ..…signage …. communications...

Distinctive Character ….Sense of uniqueness…design personality - architecture, site, landscape and feature treatments

Adaptable Public Spaces …Multi functional … accessible … focal points… human scale ….

People Friendly Circulation …Priorities for pedestrians… cyclists… walkable …safe… ‘ streets ‘ not roads…footpaths…

Russian market challengeCreating a Sustainable Community ….. A Successful Place Brand

Checklist Criteria Cont...

Safety and Security …Natural surveillance …interesting populated spaces ….

Local Facilities …. For all ages and interests …. social life ….health….education…

Resident Integration ….Mix of social groups … activities …sports …shopping … clubs…

Proactive Local Management …Community residents and business involved and engaged …

Wellbeing and Happiness … Neighbour interaction …social events…activities … day to day contacts...

Russian market challengeCreating a Sustainable Community ….. A Successful Place Brand

Creating Spaces as ‘ Places’ Optimising the spaces between buildings to …

• enhance the visitor … resident experience

• encourage positiive interaction of people … activities …nature … landscape … facilities…. features

• to give pleasure … recreation … a sense of well being

Russian market challengeCreating a Sustainable Community ….. A Successful Place

Meshcherskiy Park - Creating a sense of place Odinzovo, Russia

NATURE TRAIL

FOREST AREA TOILETS SKIING

POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES

HORSE RIDINGPICNIC AREA

NATURE TRAIL




NATURE TRAIL




NATURE TRAIL




NATURE TRAIL




NATURE TRAIL



HORSE RIDINGPICNIC AREANATURE TRAIL




NATURE TRAIL




639 C254 CRhod. Red C485 COrange

021 C1235 C382 C

639 C

Cool Gray7 C

254 CRhod. Red C485 COrange

021 C1235 C382 C

RAL 110 80 70 RAL 1003 RAL 2008 RAL 3020 RAL 4010 RAL 4006 RAL 5012

Lorem summeta

et iustoПрограммы целевого кредитования

Москоммерцбанка – удобный и доступный

способ придать новый импульс развитию

вашего бизнеса. Целевое кредитование

может быть предоставлено в виде займа

или в форме лизингового финансирования.

Lorem summeta

et iusto

Lorem summeta

et iustoПрограммы целевого кредитования

Москоммерцбанка – удобный и доступный

способ придать новый импульс развитию

вашего бизнеса. Целевое кредитование

может быть предоставлено в виде займа

или в форме лизингового финансирования.

Lorem summeta

et iustoПрограммы целевого

кредитования

Москоммерцбанка –

удобный и доступный

1700MM

1800MM

1600MM

1400MM

1200MM

1000MM

750MM

500MM

1700MM

1800MM

1600MM

1400MM

1200MM

1000MM

750MM

500MM

ЧАСЫ РАБОТЫ

Monday 9.30am – 8.00pmTuesday 9.30am – 8.00pmWednesday 9.30am – 8.00pmThursday 9.30am – 8.00pmFriday 9.30am – 8.00pmSaturday 9.00am – 8.00pmSunday 11.00am – 5.00pm

Good Friday 10.00am – 6.00pmEaster Sunday CLOSEDBank Holidays 10.00am – 6.00pm

SummerStartsHere...

Home The Park Sport Nature Contact Search

Disclaimer Park Regulations Wbsite Policy Home Whats on Tourists Press Business About Us Details Home

About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

Lorem summetaet iusto orem.

Lorem et iusto orem.

Lorem et iusto orem.

Real Estate: Meschersky Park: Recreation Park

Skolkova Park Page 6

Strategic Development

Brand MessagesLife’s simple pleasuresOur natural heritageNature for everyone

Enjoyment for all

The essence of the brand and the benefits pledged to the visitor

The countryside on your doorstep

Brand Positioning Statement:

A very special placeBrand Personality

Bran

d At

tribu

tes

Brand Promise

Tangible features that visitors experience. How the brand promise is delivered.

Natural woodland Enhanced landscapes

Open air recreationSports and leisure activities

Entertainment and relaxation

The human characteristics that the brand expresses. The emotional connection between the visitor & the brand.

Accessible, open, welcomingFriendly, sociableResponsivetodifferentmoodsDiverse, interesting, exciting

Brand Platform


Wooden structure blends in environment

Wood structure viewing platform

Unintrusive covering

Observation structures/shelters

Observation structures/shelters

Modern Viewing tower

Large scale structures for cafes

Pods

Modern Cafe

Small huts or tree houses

Imaginativearchitecturalstructurescanenhance the environment and make the park a distinctive, memorable place.

Opportunity Examples - Architecture


Using twigs from the woodland

Winter ice sculpture

Wooden tree sculptures

Using branches

Winter ice sculpture

RockSculpturescreateimpact

Character painted logs

Colour painted logs

Hedge figures

Large interactive sculpture

Opportunity Examples - Sculpture Trail (Natural)

Creating inspiring and organic sculptural features out of the natural elements within the park - wood, snow, ice, stone.


Colourful wind turbines (+sustainable energy source)

Interactiveforkids With nature

Play sculptures

Small but fun

Interactive/playful

Intriguingtrail

Large Scale impact

Scattered and random

Opportunity Examples - Sculpture Trail (Man-made)

Colourful and bold sculptures create impact, enhance the environment and can be fun


Surreal bench

Abstract Seating

Changing long bench

Playing with scale creating fun Melting structure

Natural Wood

Stone painted

Hanging lightweight seating

RelaxingPodMarble

Opportunity Examples - Seating

Creatingdifferenttypesofenvironmentsand atmospheres through seating – fun, intriguing, visually exciting, unexpected, unusual.


Swings

Interactivewall

Soft molds in the ground Large wooden playground

Small playground

Water features

Figure/character playground

Climbing

Opportunity Examples - Playgrounds

Playgrounds can add an important imaginative dimension to the space. They should fit well with their surroundings.


Tree top bridges

Sculpture trail – traditional,

Simple wood trail Pond walkway

Viewing platform

Ropebridge

Woodland trail

Ropebridge

Opportunity Examples - Pathways

Exploring the park can become an adventurethroughdifferenttypesoffeature pathways which enhance the local topography.


Opportunity Examples - Gardens

Low maintenance stone work

Cafe garden Children’s garden

Tree Tunnel Bridge Garden

Rockery/Wildlife garden

Open Beer garden

Stone pound work

Japanese Stone garden

Opportunity Examples - Gardens

Gardens can be manicured or low maintenance, architectural or natural, socialplacesorquietretreats.


Opportunity Examples - Lights/Projections

Small lights wrapped around trees

Magicaleffects

Colour projects

Sculpture with glow lighting

Lights on ground

Lights on structures Trail lights

Opportunity Examples - Lights/Projections

Lighting and projections can create enhancedeffectsandaseasonalatmosphere.


Fretcut signage Woodcut signage

Simplebuteffective

Natural rock

Hedge signage

Simpleflagscanbeusedfordirection

Message on steps

Opportunity Examples - Signage (Natural)

Using old wood to create sign

Use of natural materials to create organic feel to signage that blends with surroundings.


Opportunity Examples - Sigange

Banner signage

Large scale for impact

Signage can be used for interesting seating

Small info ground panel Large scale signage

InformationonthegroundNature info panel Impactfulandplayful

Signs that glow at night

Simpleyeteffective

Opportunity Examples - Signage

Signage can create inspiration as well as communicate information.

1

ВИДЕНИЕ

CITY BRAND / THE VISION

BRAND VISION & STRATEGY 2

Freedom within security

A range of lifestyles + work options

A vibrant community in a beautiful place

A future proof developmentLong term appeal.

Relevance + sustainability

A FIRST CHOICE LOCATION & DESTINATION

“THE FUTURE NOW”

A gateway to a better life

5 KEY DEVELOPMENT PRINCIPLESA UNIFIED VISION FOR ACTION

THE VISION

3

ЭЛЕМЕНТЫ

OPTIMISE KEY ELEMENTS

CITY BRAND / ELEMENTS


LOCATION 20 minutes from central Moscow but a world away.

ARCHITECTUREFusion of contemporary, heritage & traditional values. Memorable skyline.

LANDSCAPEGreen, fresh, natural, diverse . Outstanding hard & soft landscaping.

WATERSurrounded by water; the freshest part of the Moscow river. Water features: fountains, bridges, ice sculptures, skating.Changing character & perspectives.Cool, fresh, calm, reflective, inspirational/dynamic, energetic, lively.

PLANNING & INFRASTRUCTUREDistinct districts.Individual character & appeal within an overall coherence. Experience of space and quality.

ELEMENTS

9

ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ

CITY BRAND / THEMES, IMAGERY, MESSAGING


‘The future is bright’

Glow, beam, brightness, radiance, luminous, illumination, sunny, sunlitNatural light – day, sun, moon, starsLight creations – light sculptures, floor lightingNight lighting – street lamps, Interior lighting

CITY OF LIGHT

THEMES, IMAGERY, MESSAGING

11




'The way you want to live & work’

Variety, multiplicity, mixDifferent environments providing alternatives, selection, preferencesRange of lifestyles and work optionsBalance between work and play

DIVERSITY + CHOICE

‘The best of both worlds’

Close to centre, yet a world awayAccessible, convenientUrban vibrancy/rural retreat

URBAN / RURALDYNAMIC


13




‘New generation experience’ ‘A new way of life’

Responsible, nurture, long term view, preserve, protect and conserveEmbracing latest sustainability and environmental values -maximising natural light, materials and green technologyEnvironment, natural materials, greenery, water – CommunityFuture Proofing

SUSTAINABILITY‘A Sure Future’‘An oasis of freedom’‘In safe hands’

Safe, protected, watched over, cared forComfort, confidence, calm, seclusion, Privacy assured, no worries/carefreeOpenness, freedom, liberty, unrestrictedOasis, havenLike minded community

SECURITY


15

ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯDESCRIPTIVE SENTENCE FITS IN THIS SPACE



‘The future now’‘Enter into a new world’

Realisation of the dream, Idyllic, ultimate, bestOpportunity beckons

DREAMGATEWAY

‘A vibrant community’

Pulse, buzzSpirituality, shared beliefs and valuesCommunity hub/amenities, traditional core, central focus

HEART


17

СТРАТЕГИЯ БРЕНДА

CITY BRAND

The brand concept for the original scheme was based on the bird of paradise, drawing on the bird’s mythical status as divine, never needing to land and coming from a terrestrial paradise – heaven on earth. The bird of paradise image was accompanied by the name Рублево-Архангельское signifying the location. This single image identity was however limited in scope, application and appeal. There was a need therefore to develop the identity to create a new concept to meet new challenges and criteria.

The new identity brings together the key elements which make this a vibrant and exceptional development. It reflects the scale and diversity of the project, signals a new management approach and communicates a modern ethos, appealing to a range of different audiences. The distinctive use of imagery within the name initials achieves a strongly differentiated approach that reflects the variety and complexity of the city concept.

It is a unique, memorable and contemporary mark that creates a multi-layered approach, allowing positive flexibility of application and usage in keeping with the diversity of communication requirements.

DEVELOPER BRAND

The Developer Brand takes the unifying and dynamic graphic symbol at the heart of the City Brand as a single branding device. A clear synergy and relationship is therefore established between the two. The Developer Brand has strength, integrity and authority. It acts as an endorsement to the City Brand and as a corporate brand in its own right aimed at relevant business audiences and stakeholders.

CITY & DEVELOPER BRANDS / STRATEGY


CITY BRAND

NEW DEVELOPER BRAND

OLD CITY BRAND/OLD DEVELOPER BRAND

BRAND STRATEGY

21

CITY BRAND STRATEGY

BRAND VISION & STRATEGY 2219 BRAND VISION & STRATEGY 20

DEVELOPER BRAND CITY BRAND

CITY & DEVELOPER BRANDS / THE MARKS

53

МАРКЕТИНГОВЫЕ МАТЕРИАЛЫ

CITY BRAND / MARKETING MATERIALS

BRAND IDENTITY GUIDELINES 54

Marketing materials will be produced to a high specification to reflect the premium offer and maximise the creative opportunities that all of the different brand elements provide. There will be both consistency in look, feel and quality, along with versatility in interpretation and application of the brand.

Some typical examples of marketing materials such as a special presentation pack, brochure, invitation, magazine/newsletter, billboard and DVD are shown on the following pages.

Inner page examples

MARKETING MATERIALS

RESIDENTIAL SALES BOOK

59

ПРИМЕНЕНИЕ БРЕНДАDESCRIPTIVE SENTENCE FITS IN THIS SPACE

CITY BRAND / MARKETING APPLICATIONS


Seasonal publication

Promotional billboards Promotional DVD

MARKETING APPLICATIONS

69

ПРИМЕРЫ ПРИМЕНЕНИЯ

DEVELOPER BRAND / APPLICATION EXAMPLES


Sustainability literatureWorkwear

Construction hoarding

Billboard

APPLICATION EXAMPLES

CITY ICON BRANDS

71

СИМВОЛ ГОРОДА КАК ЗНАК БРЕНДА

CITY ICONS / BRAND EXAMPLE


Within the umbrella concept of the City Brand are destination features that have icon branding status. These can be used to put the development on the map, reinforce a sense of place and give a unique personality to all aspects of the city in a coherent and integrated way.

The first of these is for one of the bridges. This icon brand reflects the dynamic bridge structure and image.

It is a distinctive and memorable mark that has potential for a wide variety of different uses and applications

МАРКЕТИНГОВЫЕ КОММУНИКАЦИИ MARKETING COMMUNICATIONS

19

ЭТАП 1A ЗАПУСК КОНЦЕПЦИИ: СОЗДАНИЕ ОСВЕДОМЛЕННОСТИ - ВОСХОД ГОРОДА

КОНЦЕПЦИЯ

Стратегические цели Анонсировать проект широкой общественности Создать осведомленность Передать видение проекта Вызвать интерес к проекту

Креативные цели Привлечь внимание/Быть замеченными Донести основные сообщения.

Креативная стратегия Визуальная привлекательность Сильное, простое, прямолинейное сообщение Легко понятное Восход города в руках человека

PHASE 1: AWARENESS CAMPAIGN

ФАЗА 1: КАМПАНИЯ ПО СОЗДАНИЮ ОСВЕДОМЛЕННОСТИ

СТРАТЕГИЯ МАРКЕТИНГОВЫХ КОММУНИКАЦИЙ 20

Основное сообщение Целый город для меня

Второстепенные сообщения Город будущего – город света Идеальное место – то, о котором мечтают Город, ориентированный на тех, кто в нем живет

Долгосрочная ценность Простая, сильная идея, которая имеет потенциал стать основным визуальным символом маркетинговых коммуникаций

Ожидаемая реакция

«Как узнать об этом больше»

«Это выглядит красиво» «Было бы здорово»

Где безопасно припарковать мой Ferarri?

ЭТО ГОРОД ДЛЯ МЕНЯWWW.RA-CITY.RU

где лучшее место для


моего скутера?

Где купить самыемодные аксессуары?


WWW.RA-CITY.RU

ЭТО ГОРОД ДЛЯ МЕНЯ?*

23




«Понимаю»«Как узнать больше о проекте?”

ЭТАП 1B СОЗДАНИЕ ИНТЕРЕСА К ПРОЕКТУ: НЕОБЫЧНЫЕ ЛЮДИ, ЖИВУЩИЕ В ГОРОДЕ

Стратегические цели Основывается на базе существующей осведомленности о проекте Создание интриги через рекламу Апеллирование к чувству юмора Стимулирование дальнейшего интереса

Креативные цели Использование остроумия, чтобы вызвать любопытство, создать различные вариации на данную тематику Заставить людей говорить о проекте Донести до аудитории основные послания в необычной форме

Креативная стратегия Интригующая концепция

Необычный поворот к изображению различных потребностей целевой аудитории.


Основное сообщение Город для тебя

Второстепенные сообщения Какими бы не были мои потребности и приоритеты, это – город, в котором есть все, что мне нужно Город, который соответствует самым высоким ожиданиям (даже самые требовательные останутся довольны)

Долгосрочная выгода Потенциал для развития идеи в различных формах и для различных целевых аудиторий как часть продолжающихся маркетинговых коммуникаций

БИЛБОРД 1

Серия БИЛБОРД, демонстрирующая будущих обитателей города. Билборды 2, 3, 4 показывают развитие “истории” и подводят к объединяющему билборду 1. Количество изображений будет больше трех. Сообщения желательно остроумные, по принципу “вопрос-ответ”.

БИЛБОРД 3

БИЛБОРД 2

БИЛБОРД 4 - Концепции текущих кампаний

КОНЦЕПЦИЯ

WWW.RA-CITY.RUПРИРОДАWWW.RA-CITY.RUСООБЩЕСТВО

WWW.RA-CITY.RUСВОБОДА

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ЭТАП 1C УВЕЛИЧЕНИЕ ОСВЕДОМЛЕННОСТИ: ВИЗУАЛИЗАЦИЯ АТРИБУТОВ БРЕНДА

Стратегические цели Создание более широко осведомленности о городе и его преимуществах. Развитие ключевых сообщений и тем. Поддержка и развитие интереса.

Креативные цели Создание простых, притягивающих внимание сообщений через правильное использование графики, фотографий и текстов. Постоянное обновление (фотография, текст) и, в то же время, постоянство (графические коммуникации) сообщений, чтобы поддерживать интерес к проекту.

Креативная стратегия Использовать основные составляющие идентификации для того, чтобы визуализировать ценности бренда


Основные сообщения Рублево-Архангельское – город на природе, город, который предлагает свободу выбора, который несет сильное чувство общности. Создание трамплина для перехода на следующий этап коммуникаций

Второстепенные сообщения Рублево-Архангельское – идеальный город, который соответствует разным ценностями и удовлетворяет различные потребности.

Долгосрочная выгода Эта концепция завязана на идентификацию и фотостиль Рублево-Архангельского

Помимо ее ценности как хорошей рекламной идеи, долгосрочная выгода концепции – использование дизайн языка бренда, который будет применяться в последствии в печатных, электронных материалах на следующих этапах.

“Это - ценности, которые для меня важны”“Это – идеальное место для меня” “Я хочу здесь жить и работать”

БИЛБОРД 1 БИЛБОРД 2

БИЛБОРД 3

КОНЦЕПЦИЯ

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ENGLISH HEADER

RUSSIAN HEADER


CONCEPT OVERVIEW

ОБЩИЙ ОБЗОР

КОНЦЕПЦИИ, ЭТАПЫИ КАНАЛЫ КОММУНИКАЦИИ

Необходимо:

Согласовать концепции и доработать их.

Отобрать фотографии и получить права на их использование.

Разработать и приступить к реализации медиаплана.

CITY & DEVELOPER BRANDS / THE MARKS

CITY BRAND

Creating Places where people want to beThe Art of Placemaking...

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