Raheja Universal, our long-term clients asked us for a complete re-branding of one of their luxury projects, Raheja Imperia. It is an upscale development situated within the luxurious landscape of South Mumbai overlooking the ocean.
Our aim was to bring out the key positioning of the project to present potential investors and residents with the advantages of the property. Nestled among luxury sky-scrappers, manicured golf courses, and the prestigious race course; in the vicinity of several 5 star hotels, Raheja Imperia boasts of the complete life.
The challenge that presented itself right at the onset was to establish Raheja Imperia's USP, highlight its differentiating factors and establish the central communication thought that cuts through the competition in close vicinity and positions the project as an apotheosis of it's own.
After sitting down with the developers + sales team and conducting a deep-dive analysis of the market and target audience, we accrued certain startling facts that gave Raheja Imperia an edge over its competition.
Most of the skyscrapers in the region have public utility FSI as opposed to Raheja Imperia which was built on a virgin plot. This became the focus of our entire communication with the premier concept being 'Exclusivity'.
Promoting Imperia as the one offering its residents - exclusive ownership, true privacy, unshared residences and vaster open spaces, the project was designed keeping in mind an elegant and luxurious outlook.
For the visual inspiration that would dictate the rest of the brand look, we kept a classic feel with a color palette of navy blue and silver, elegant typeface - heavily inspired by open spaces and exclusivity.
We concentrated on the exclusivity of the project, the privacy it affords its residents and the overall feeling of living in a coherent neighborhood. Additionally, impetus was placed on the distinguished amenities that a potential resident gains access to. A case in point being the rooftop infinity pool the property houses, which is the highest in South East Asia and at par with the one at Marina Bay Sands in Singapore.