Quality of life...
The 87,100 sq m GLA Boulevard Berlin is an architecturally and visually stunning building. What differentiates it from the majority of other shopping centres is that not only is it visually impressive but it also has substance, receiving not one but two BREEAM certificates. This means that Boulevard Berlin is actively working towards their brand promise of ‘quality of life’. They want to improve their customers quality of life not just on the surface but also on the most basic and important levels.
Brief
Our challenge; develop a new brand positioning to make the most of its natural assets and bring this promise of ‘quality of life’ into their brand DNA.
Solution
Our development process took us deep into the 5 pillars of wellness. Emotional; Material; Physical; Developmental; Social .When blended together these deliver ‘quality of life’. These pillars would form the essence of the brand which lies at the heart of their major development plans.
Result
This has been documented in the new brand book which covers not only the new positioning but also a new brand language. Importantly it not only acts as the visual identity guide for marketing, but also a philosophy guide for their behaviour and ongoing development.
