Park Place 3
How to create a brand and carry out a communication of premium investments?
In 2018, in the center of the bustling capital of Poland - Warsaw, a modern and exclusive place was created, designed for people looking for rest and freedom. The creator of the investment - Metropolitan Partners, developer specializing in premium-class investments, entrusted us with carrying out comprehensive marketing activities for the new investment - creating a name, visual identification and a full brand positioning strategy.
The basic version of the Park Palce 3 sign consists of two elements - a signet and a logotype. The sign is a synthetic and geometrized form of a leaf, at the same time it imitates a solid drawn in an isometric view. The first meaning - leaf, refers to nature in the vicinity of the investment, while the solid in isometric view - to the architecture.
In the name we have combined two words that perfectly describe the character of the place. Park - relaxation, garden, freedom, meeting place with an urban character, specially planned and thought-out space for relaxation. Place - a special place, flat, property.
One of the technological and conceptual challenges was designing the website, so that visitors could feel the unique atmosphere of the investment. To emphasize the intimacy and exclusiveness of the investment, for the first month of its existence, only a small group of people had access to it. The password to the site was given to guests of closed events in the form of a prestigious invitation. Park Place 3 is the first investment in Poland, that introduced this solution as part of the brand positioning strategy.
The adopted strategy resulted in an effective positioning of the brand and media campaign. In the first months after the first multimedia presentation over 25% of the apartments were sold. During this time, access to the site was limited only to those with password access.