The Problem
Central Real, the original brand is poised to set an unbeatable new benchmark for Australia's Central Coast real estate property developments. As it’s a new company with no track record they need to prove themselves. While they're inexperienced in some areas, they are assembling a team of experienced people, and evolving quickly to meet the lofty objectives that have been set, seeking the right guidance from where it is.
Assessment of the Situation
Currently there is a brand identity, which, while it ticks the box, doesn’t scream the awesome culture of the organization. The company indicated that it intends to move across Australia with its development projects after establishing itself in the Central Coast. While the name Central Real relates to the geographic region it is founded in and real estate, in years to come it may be a cause for confusion. There is an opportunity to address the culture and vision of the business and create a compelling new brand that tells that story, setting it up for the future.
Naming
The current brand name for Central Real may be limited and a point of confusion as the company is more a property developer, not a real estate agency. It is also not in line with the communication objectives of the firm which should evoke warmth, liveliness, and homeliness, represent a rich lifestyle, and quality.
The brand name also didn't align with long term company goals to expand development outside of the Central Coast area.
For the first stage of brand development we defined a name to fit the company's values and vision and avoid falling in a generic namespace and run the risk of blending in the realty crowd.
The name that we ultimately chose was "Vividry" - a name that inspires imagination, beauty, color, and joy of life.
The brand name also didn't align with long term company goals to expand development outside of the Central Coast area.
For the first stage of brand development we defined a name to fit the company's values and vision and avoid falling in a generic namespace and run the risk of blending in the realty crowd.
The name that we ultimately chose was "Vividry" - a name that inspires imagination, beauty, color, and joy of life.
Logo Sketches
A selection from among the sketches done for the VIVIDRY logo. Exploring various shapes and concepts to fit the brand. At this stage there's no right and wrong, anything goes but only the most evocative concepts are kept in the next step.
Proposal 3: INFINI-VEE
The icon contains many tenets. It is a brainwave, capturing the thoughtful and imaginative spatial planning and design of the floorplans. It is Mobius strip which suggests a smooth and continuous flow of life and energy. It is a V for Vividry and it is a heart, for home is where the heart rests. The typeface is bold and dynamic with an energy of freshness. It is approachable and daring with its lowercase. It has a feeling of spaciousness. The colours are warm and energetic. The two tone colours in the icon is suggestive of being in the light of a sunrise or sunset and the orange says fresh, affordable and new.
Proposal 2: V-WINGS
The position of the icon in this brand is confident and bold. It suggests a new way forward. An elevated level of thinking and ideals. It is the wings of a bird, the lightness of an imaginative thought, the smooth flow through a floor plan, the natural organic rhythm of life at its best. It is almost a tick of approval. It has a lightness overall. The typeface is playful, energetic yet bold and strong. It suggests confidence and a dynamic energy. Being lowercase it positions you as friendly and approachable. The vibrant blue is fresh and dynamic. It inspires trust, yet it captures the blue sky thinking that relates to you different approach to development. Overall this brand has an element of energy unlike the other two, it leads and rebels from the status quo.
Proposal 1: Vectorious V!
The icon is first and foremost a bold and strongly constructed V. It says structure and well-constructed because of the strong and singular shape (like a brick). It is dynamic in the energetic upward flow of warmth through the tone change in the vectors. The triangular shapes convey agility, flexibility and energy. This warm energy in this icon is much like the V shaped arms-up-and-out stretch one does when they kick back in comfort at home on the couch in complete bliss. The typeface is spacious, confident and strong. It is modern and timeless. The purple colour refers to imagination. It has within it the energy and strength of red combined with the integrity of blue. The transition from violet (sharing the same colour theory as purple) through the energy of red to warmth of yellow orange, connects this imagination to life. The warmth of home.
