CHAMPINE. Brand development for business class complex

CHAMPINE

BRAND DEVELOPMENT FOR BUSINESS CLASS RESIDENTIAL COMPLEX

Touch is a development company implementing residential and commercial real estate projects in Russia. Its brand new project is a business-class residential complex located in Moscow on Sosinskaya Street. The company had asked us to create a strong and recognizable brand for this residential complex, which will be completely different from competitors projects in nearby areas.

At Opencore, we always start brand building with qualitative research. The results allow us to understand what meanings the brand should convey, why and how it should look like. This project was no exception. Searching for answers we: conducted the series of in-depth interviews with the target audience and drew up portraits of brands for targeted consumers, studied the nearest competitors and their projects, integrated the features of our residential complex, which then would help the project to stand out in a highly competitive market.

Here you can learn more about the course of the study and the conclusions drawn.

We chose harmony and balance as a metaphor of the brand, because this project is a perfect combination of aesthetics, functionality, safety and comfort. Perhaps this is the case when the brand metaphor literally suggested itself during the development process.

One of the most important results we found in our research was the formation of a clear request from the side of the target audience and the brand's response: "A cozy, chamber business-class residential complex with good transport accessibility and location near the city center — a balance of aesthetics, functionality, safety and comfort."

We chose a light and calm visual style with free space between elements and simple lines without any sharp corners to communicate with the target audience. A warm range of complex shades and a composition with low dynamics convey a state of intimacy and calmness in the middle of a big city. There is a feeling of a higher-class segment, approaching the premium class in terms of level.

For the project name, we were looking for a word consonant with the intonation of the brand and reflecting its true character. This is how the residential complex CHAMPINE was born. The name sounds soft and easy, while its first part refers to the intimacy of the complex (chamber), and the second — to the location on the Sosinskaya (pine) street.

We rendered the CHAMPINE logo using geometric sans-serif. The Roman sans-serif type was softened with rounded corners to the letters. A noble golden-bronze shade was chosen as the main color palette, which is in direct harmony with the color of the facades and looks advantageous both on paper and on advertising media.

We raised upwards a horizontal stroke of the letter “A” and it received a special style – it symbolizes balance and is associated with home. The perpendicularity of the lines and the clear visual rhythm of the logo both look solid and concise.

The slogan of global positioning deserves special attention: “Fill life with comfort / functionality / aesthetics”. The dynamic slogan format allows to demonstrate all the benefits dependent on the demands of consumers.

The repeating horizontal line has become a strong element of corporate identity. According to it, the brand is easily read from all media: booklets, business cards, signs and advertising screens.

We kept the visual image in the icons, which indicate the key advantages of the brand. The number of icons can be easily supplemented with new elements, if and when necessary.

The brand strategy and corporate identity rules were packaged into a native brand-book, so that every Touch employee or contractor would be able to understand what the Champine brand is all about and how to work with it responsibly.

Managing a brand is not something ephemeral. It is a complex mix of images, ideas and theses about the company, which we can place in the minds of potential customers. In order to make it real, Opencore has a lot of cool working tools and the right expertise.