CREATING A CORPORATE BRAND
The modern real estate market is currently undergoing a rapid transformation whereby all communicative forces have been selflessly targeted at promoting all different types of real estate objects. Building a unique and recognisable corporate brand for the developer with new projects in the pipeline has now become an effective catalyst for developing real estate brands.
Scavery Project comprises in itself a brand development story that reflects the core principles, vision and ambitions of a young team of experienced professionals from St. Petersburg who take an exploratory approach to real estate development.
Along with an extensive background in the real estate sector these professionals have a clearly defined vision of their goal, which is to deliver unique landmark projects.
Building trust in the luxury real estate market for a new company is not an easy task. We helped out by bringing in our strong expertise to develop the corporate basis and brand identity.
Over the course of our brand audit, we took a thorough look around to analyse the market and the target audience. A study conducted discovered that 70 percent of customers leave their chosen company in favour of competition because of poor customer service or because they simply didn’t appreciate the smells, flavours, looks or the overall experience of dealing with the company, i.e. all those things that contribute to the sensory brand experience. Consumer becomes utterly selective and cautious when it comes to long-term investments and shaping their family’s future. Preference is then always given to innovations.
The real estate landscape is changing considerably as developers’ focus is slowly starting to shift from solely construction responsibility into both construction and consequent building operation. At the time of brand development both management and maintenance were both in the so-called blue ocean zone (object management) whereby our client could create demand with almost no competition around. It takes only three years to raise a new building, but its lifecycle stretches across centuries. By ensuring wise property management and operation, a company can make a difference and become noticeable in the market.
A modern developer strives towards winning the loyalty of a diverse target audience that comprises of its clientele, mass media, authorities, contractors and employees. All the above can have completely opposite or even contradictory insights which is why brand positioning and brand image have got to be maximally universal. Meanwhile, the key idea stems from and is to be found in the corporate culture of a company, reflecting the true image.
Intellectual perfectionism that characterises Saint Petersburg – the city of intelligentsia, always at the forefront of intellectual thought, can also be found in the company’s corporate style, where the pioneering spirit is king. We looked into the company’s organisational culture profile, which turned out to be adhocracy with clan elements. It is the inspiration to create exceptional projects in the market through innovation and to set new standards in terms of technology that drives the young professionals. The team welcomes and encourages initiative, creative approach and brave ideas and therefore takes care to ensure that these can be implemented through rationally designed business processes.
The image concept combines both Quality and Quantity of the future projects in one letter which represents professionalism and reliability – Q. The Q of ideas, forms, lives. This uncluttered and concise idea has navigated further brand development.
As for a verbal identifier, we decided to go for neologisms with a recognisable word origin primarily because we believed that a market pioneer can afford to have a name that is not bound to any definite notion. The name Scavery helps fully expound the company’s image and its emotional component both phonetically and semantically. The name originates from the English verb to discover - as a basis for explorative approach – and to aver which reflects the company’s ability to manifest their professionalism and intellectual outlook on worklife with each new project they create. The word’s ending - very - stands for striving for high-quality project management. With a dynamic melody at its core, this light-hearted rhythmic name seems to perfectly fit the company’s personality, driving progress from idea to project, from development to implementation and management.
When searching for a central brand line message we got inspired by the words of a well-known Dutch architect Rem Kolhaas: “A building has at least two lives — the one imagined by its maker and the life it lives afterward.” The corporate slogan conveys a path of a developer from concept creation up to the point when the property becomes an integral part of the city environment: Embodying Ideas in Space
“Listen to the city before building anything”
Visual identification is based on the idea of crystal cutting being similar to the city faceting. The broken geometry of the mark represents the modern urban environment which is defined by light and shade play due to the city glazing density. Scavery creates projects that would satisfy different needs depending on the twist of the project facet - the idea, the shape, the materials, the technology, the execution standards. Smooth S lines among the mark facets symbolise the comfort of human life with modern technologies. Purple and orange gamut reflects the color spectrum of St. Petersburg panoramas, which served the basis to develop the Scavery signature gradient; its’ spectral transition from cold to warm color embodies the harmony of interplay between a human being and technologies throughout day and night and seasons interchange.
Like a comprehensive project would require, a system of rules for working with the brand and its verbal and visual elements has been put together in a brand book allowing us to manage its smooth implementation.
An intellectual company knows exactly what it’s worth, it can stand out and excel even under the pressure of being a new player in the market. Specially for Scavery we have developed a brand contract - an instrument for external communication which represents a system of guarantees and promises which the brand commits to follow in front of its clients.
Architecture is a mindset rather than an occupation.
Alexander Sirotin - General Director
Ian Feldman - Deputy General Director, Marketing
Project Lead - Anatoly Kim
Project Director - Ekaterina Gurina
Strategy - Viktor Ivanov
Creative Director - Alexey Poggenpohl
Copywriter - Dmitry Frolov
Art Director - Fyodor Atlasov
Designers - Vadim Melnikov, Alexey Sirke