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Creating Places where people want to be- Achieving successful destination brands for living, work, rest & play
The Art of Place Branding
November 2014
This presentation is intended for those interested in latest trends and for professionals facing the challenges in the effective branding, marketing and design of real estate. It focuses on residential placemaking, offices and workplaces, shopping and business centres.
Following a brief comment about nation branding, I use London as an example of city branding. I then review the city’s historical context and give examples of latest residential developments in terms of their branding and marketing strategies. How different districts and neighbourhoods are engaging their residents and visitors are included.
The challenges of changing consumer audience needs and aspirations, the internet empowered consumer and the implications of social media are discussed. Latest office, business centre and workplace design trends are reviewed. Recent Moscow case study examples are included - Oasis, Algorithm and Integral business centres, Group M workplace concepts together with an HSBC international initiative which aims at creating effectively branded environments to engage and motivate the users across their offices worldwide.
Shopping centres, as destination brands, increasingly rely on social media as a key marketing strategy and must ensure they can deliver a wide range of visit experiences. Examples of social media are included. Latest UK and Moscow centres are shown to illustrate effective brand development, marketing and design. Oz, Kaleidoscope, Smolenskiy Passage, Festival and Riviera shopping centre concept examples demonstrate destination brand development approaches for new and existing centres.
The final section will refer directly to the challenges in the Russian market in creating new residential communities. The majority of new housing developments seen around Moscow, for example, generally lack any attempt to achieve a successful place brand and a positive sense of identity. I provide some thoughts in the form of a checklist for developers and architects involved in the design and management of successful residential development.
The spaces between buildings and their planning and design treatment are a critical component in creating places and spaces where people want to be. Extracts from work by SCG London on a concept for Meshcherskiy Park, Moscow, demonstrate how a unique sense of place can be achieved.
The example of Rublevo-Arkhangelskoe, the development of a mini city near to Moscow for 40,000 residents shows some key principles in defining and creating an effectively differentiated place branding communications strategy and concept.
The Art of Place Making - Creating Places Where People Want To Be
Achieving successful destinations for living, work, rest and play.
Place Branding... nations...cities...AudiencesLondon Real Estate Marketing ChallengeOffices and Business CentresShopping CentresCreating Communities
Creating Places where people want to be
2
Who we are...
and design consultancy
real estate and corporate sectors
M.Video Maintaining leading brand status
Over the past 5 years, we have worked with M.video on many different aspects of their brand
Projects include retail concept development and external and internal image/communications
Detailed brand audit and research analysis
Various strategic and creative projects with different departments, including senior management, marketing and HR
Brand identity, sub branding, advertising, brand culture, marketing and communications.
Comprehensive manual documenting defining the use and application of the brand across all key channels and relevant media.
Example 1: The latin logotype in horizontal format reversed white-out of background colour
Example 2: The latin logotype in horizontal format within the exclusion area (freespace)
Yeni GLOBEX BANK logosu
Eski GLOBEX BANK logosu
What we do - Real estate
48
9/ Архитектурное решение9/ Architectural Expression
Galactica Park_Brochure_April 2008.indd 48 23/04/2008 19:10:24
49
Galactica Park_Brochure_April 2008.indd 49 23/04/2008 19:10:35
Commercial success is based on achieving positive differentiation in a competitive market
Branding is managing your image and reputation to create an added value perception to differentiate …. a place, venue, product, offer, service and people
Creating Places where people want to be
Place branding Creating Places Where People Want To Be:
Nation...Region...City...District...Address...Centre...Workplace...Home
Nation Branding Audience Challenge :
Engaging diverse international and local audiencesCommercial... political... social... stake holders... vested interests... individuals...
City branding Competition for attention and preference in a globalised world
Enhanced status - a destination - a place where people want to live, work and visit
Challenge: Destination brand managementDifferentiation Coherence Clarity of image
Meeting expectations of different target groups: international tourists, residents, and potential investors
”When a man is tired of London, he is tired of life; for there is in London all that life can afford.” Samuel Johnson
“There’s nowhere else like London. Nothing at all, anywhere.” Vivienne Westwood
“I’m leaving because the weather is too good. I hate London when it’s not raining.” Groucho Marx
If you’re curious, London’s an amazing place. David Bailey
London is a roost for every bird - a modern Babylon Benjamin Disraeli
London has become the libel capital of the world.Richard Dawkins
A worldwide hub - “the capital of capitals”
London is a fantastic creator of jobs. Boris Johnson
London has the greatest serious music that you can hear any day of the week in the world David Attenborough
London... brand perceptions A megacity that defies simple definition
London...Brand Icons ArchitectureA mix of globally recognised architectural landmarksFull of contrasts - old/modern, traditional/radical
London...Brand Icons Human...Transport...Communication...HeritageA diverse, quirky mix Modern... innovative...reinvented...timeless... cliched...obselete...
London in 1746
London...Brand Attributes History... geography. A sprawling cluster of joined up villages contributes to its unique diversity of character
1943Social and Functional Analysis of London
London...Brand Attributes History... New zones - Places
London...Brand Attributes Neighbourhoods?
Many outer London boroughs are artificially branded neighbourhoods.
They don’t pass the “I come from...” test- the sense of place
London...Brand Attributes? The outskirts - names not places!
Outer London Boroughs identity crisis?
Rebranding/reinventing themselves in attempt to differentiate and create stronger sense of place
Tech-savvy
Grasp new concepts quickly
Enjoy change
Like personalisation & customisation
Seek stimulation, get bored easily
Social, connected, consultative
Caring, motivated by their mission
Want to make the world a better place
Major influence on baby boomers
“By 2015 Millenials will be 75% of workforce and will influence 74% of buying decisions” - Deloitte
Key Influence
London Consumers...Citizens Population Drift and Diversity
Diversity of incomes, lifestyles, culture, needs, aspirations
Capital’s population is changing not only in its size but also in its composition, distribution and quality of life.
Locations, concentrations and movement of different groups constantly evolving
Upwardly mobile movement to suburbs: ethnic group movements to outer boroughs, suburbs and towns; young people moving into inner diverse areas...Poverty rates in outer london have risen, in inner London they have fallen
London Real Estate Marketing Challenges
Creating visionsProjecting a lifestyleSelling a sense of place ….
Our intention is that the idea behind Royal Wharf is groundbreaking, rather than any particular building. While much development along the Thames has tended to be somewhat skin deep, our plans for Royal Wharf go much further: it’s not that a river runs through it, but a high street, and off the high street, side streets, with the occasional mews. If this sounds famil-iar, it’s because we’ve taken our inspiration from the way London developed historically, providing the growing population, especially families, with a rich mixture of buildings, with many different functions, but with an organic rather than a planned feel. Our ambition is that Royal Wharf will come to be seen as a model development for future urban regeneration.
Place Branding - Creating a traditional sense of place. ”New heritage”
London’s highest residential apart-ments. Rising 500ft above a global financial district: a view that few will share and a heightened sense of being even less will experience. Look down on one of the world’s most power-ful business centres. Look across the whole of London. Look up to no one.
Place Branding - Aspirational messages
Place Branding - Art and ArchitectureThe Greenwich Peninsular Marketing Hub & Art Gallery
Conceived as part of the on-going regeneration of Greenwich Peninsula, NOW Gallery will sit within the hub as a free, permanent public art space. Its exhibitions will show for three months each, featuring commissions from well-known and upcoming artists and designers.
Community Branding - For “OWLS”Creating a sense of place and involvement A Housing Association that has become a £300
million housing company bringing together, with partners, a £1 billion regeneration project on an area of land the same size as the Olympic Site and almost opposite it. The HARCA are a registered social landlord owning and managing around 8490 homes in East London.
ORDINARY WORKING LONDONERS
Building Brands... Multi Level Public Porosity... Mixed OccupancyThe Shard ‘Cheesegrater’ ‘Walkie talkie’
“Vertical City” “Sky Garden”
Offices come in all shapes and sizes!- Work, rest, playlounges... hubs... mini branches... financial spas... cafes... chill out zones... community centres... play
areas... supermodern... high fashion... retro... traditional... relaxing... stimulating... styled like shops... homes... conservatories... airports... nightclubs... libraries... boutiques...
The Consumer Driven Office
A new office consumer… TMT sectorNew occupiers… young millenials‘Studios’ not officesBlurring of work and play work is life…life is work- Want funky locations…place that has buzz…squares, parks, restaurants, retail, hang-outs- Want authenticity…character…history- Want facilities…cycles and showers…- Want ‘value’ – flexible space, contract options,lower ‘different’ specifications
The Consumer Driven Office - Tea Building London
Images courtesy of Derwent London
The New ‘A’ Class
AlgorithmBusiness CentreLorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis
Business Centre Brands - Creating Tenant Communities
Business Centre Brands - Creating Tenant Communities
OasisBusiness CentreLorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis
Business Centre Brands - Creating Tenant CommunitiesIntegral, Moscow
IntegralOffice & workplaceLorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis
Group M - Differentiated “Worlds”
• Group M • MEC• Maxus• Mindshare • Mediacom
5 levels... 9,500 sq metres
“Legenda Tsvetnogo” Business Centre, Moscow
Group M - Differentiated Worlds
11 5 28
00
11 5 2800
4.1G
4.2G
4.3G
4.4G
4.45G4.45G
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4.5G
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4.1G 4.1G
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4.13G4.15G
4.27G
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4.33G
4.34G
4.20G
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4.31G4.32G
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4.39G 4.41G4.42G
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4.22G4.23G
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4.16G4.16G4.17G
4.19G
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4.14G
· Branded o�ce workplaces
· To engage... to motivate...
· 750 o�ces in 87 countries
· Strategic global graphics concept to reflect values and attributes: open, dependable, connected
· A unified look and feel adapted to suit market and cultural mindsets
· For head and general o�ces, data centres, call centres
New values – new environmentHSBC - New values - new environment
Shopping centres are destination brands
The Challenge: To achieve a synergy of branding,marketing and visitor experiencePositive Differentation... Delivering the Promise... Optimising Resources
Brand Equity = Image and Reputation = Capital Value Your brand is an asset... that needs to nurtured and managed
Shopping centres are destination brands
Problems:Expensive High external costs - ad creation, media buying, printing etcOne way process - passive consumersOutward bound only Difficult to track results
TV, radio, billboard, newspaper and magazine advertising, direct mail, brochures and leaflets
‘Traditional’ media - ‘push’ marketing
‘Talking at’ consumers, not interactive
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838 - 1922)US Departments Stores owner & ‘Father of Advertising’
‘Traditional’ marketing
MESSAGES AWARENESS INTEREST ACTIONDESIRE
Focused MessagesCentreBrand
Photosharing
Social networking Video campaigns
Forums
Blogging Social bookmarks
Traditional channels are no longer the primary marketing mediaThey often act as an awareness enhancement tool for online marketing
Online MediaTraditional Media
Push & Pull
‘New’ media - interactive marketing
OUR POSTS
Win £300 to spend at HUGO BOSS with today’s WinterWonderful. Simply like Metquarter Liverpool and share for your chance to win!
Metquarter Liverpool shared a link.10 December 2013
Every girl deserves a bit of sparkle in their lives and this Links of London stardust bracelet will give you exactly that! Like Metquarter Liverpool and share this pic for your chance to win today’s glittering #WinterWonderful prize! The question for the winner is, will you keep it for yourself or give the most beautiful gift to your loved one? Decisions decisions!
Metquarter Liverpool shared a link.18 December 2013
Your make up bags are filled with your favourite make up products, but do you have the right tools of the trade? Win a 9 piece MAC make up brush set and handy pouch worth over £200 courtesy of today’s #WinterWonderful! You know the drill by now…like Metquarter Liverpool & share this pic for your chance to win!
Metquarter Liverpool shared a link.19 December 2013
1,128 900 1,409321 443 6522,218108,224 61,396 112,384
1456 2,642
Likes Comments Shares Facebook Reach
THESE ARE SOME OF OUR MOST POPULAR POSTS, WITH THE RESULTS SHOWN BELOW
FACEBOOK AD – PROMOTING THE COMPETITION
WE CREATED A FACEBOOK ADVERT THAT WOULD APPEAR IN PEOPLE’S NEWS FEEDS THROUGHOUT THE DURATION OF THE CAMPAIGN.
THIS WAS TARGETED TO MALES AND FEMALES LIVING WITHIN 50KM OF LIVERPOOL AGED 18 AND ABOVE.
RESULTS
+96%
+94%
857,98822,693+121%+23%
LIKES INCREASED
TOTAL REACH
TOTAL SHARES
FOLLOWERS INCREASED
FOLLOWERS INCREASED
INCREASE IN TOTALSOCIAL MEDIA FOLLOWERS =
Building AuthorityRecently launched:• Downloadable recipe book • Fashion blog
Westfield, LondonStrategic marketing • ‘Pulse’ with original content promoting tenant
brands + links to related social media
Keeping the brand freshWebsite plays key role in ongoing promotion of image, information, tenant brands, events etc
Esentai Mall, Almaty, KazakhstanStrategic brand positioning
Delivering the promise
OZ - ‘Name power’
Kaleidoscope - ‘Local hub’
Smolenskiy Passage - ‘Reconception’
Festival - ‘Update’
Riviera - ‘Recycling’
OZ - ‘Name power’ - Unique, adaptable, memorable
www.oz-centre.ru
EASTER at OZwww.oz-centre.ru
MEET SANTA at OZwww.oz-centre.ru
CHILDRENS EVENT
www.oz-centre.ru
EASTER at OZwww.oz-centre.ru
EASTER at OZ
www.oz-centre.ru MEET SANTA at OZ
www.oz-centre.ru MEET SANTA at OZ
www.oz-centre.ru
EASTER at OZwww.oz-centre.ru
MEET SANTA at OZwww.oz-centre.ru
CHILDRENS EVENT
www.oz-centre.ru
EASTER at OZwww.oz-centre.ru
EASTER at OZ
www.oz-centre.ru MEET SANTA at OZ
www.oz-centre.ru MEET SANTA at OZ
www.oz-centre.ru www.oz-centre.ru FASHION • CINEMAS • RESTUARANTS • LIVE ENTERTAINMENT
www.oz-centre.ru
День Св.Валентина в OZ.
14 апреляшоппинг с улыбкой шоппинг с улыбкой
AIM PD : 572 : 3.0.1 : CUSTOMER MINDSETS - IDENTITY B AUGUST 2006 © SCG LONDON
AIM PD !"#"$%" &'()*+,)) - )("-*).)/&!)0 B
!"#, $%& %' (&$#)* +,- .,'/&0 +,- +#%#1 +,- 2&+'+,- 3#"%&345&!+,- 64"(7
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+,- 64"(7
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+,- +#%#1 +,- 2&+'
Kaleidoscope, December 2008 5
Вход в метро
Центральный тотем
Рекламный тотем
Пространство для проведения мероприятий
Обзор местностиSite Overview
Creating a community destination hub
bus stops
stage
seating
raised viewing levels
tenant totem
tenant totem
retail units
metro
SCG LONDON8 Plato Place72-74 St Dionis RoadLondon SW6 4TU
t +44 (0) 20 7371 7522www.scglondon.com
SITE LAYOUT PLAN
Client: Status: INFORMATION
Drawn by: Authorised by: Project No:
Drawing:
Contract:
For information onlyDimensions to be verified on siteAll measurements are in millimeters
Notes:-
Specification:-This drawing is the copyright of SCG London.Figured dimensions to be taken in preference to those scaled. All
dimensions to be checked on site before any work proceeds. The contractor is to provide full size setting out drawings based on the
information contained in this drawing for the designers approval
prior to commencing manufacture. The drawing is issued on the condition that it is not reproduced, retained or disclosed to any
unauthourised person either wholly or in part without the consent in
writing of
Drawing No:Date: Revision Comment Date Auth.Revision Comment Date Auth.Issue:Scale: Print size: A3
NOTE: DRAWING PROVIDEDFOR INFORMATION ONLY
A3=1:500
AND
KALEIDESCOPE
RRHRRH
17-02-09 548 A0-01
548
A5-03
01
A5-05
01
A5-02
01
A5-02
01
A5-01
01
INFO
EntranceTo the shopsEntrancePay Station
Please Pay Here.
Car Park Tarif:upto 2 hours Free.-
2-3 hours 75.-
3-4 hours 150.-
4-6 hours 500.-
6+ hours 750.-
Please pay for parkingat Pay Stations beforeexiting the Centre
ELEVATED SECTION A-A
Plan Legend - Car Park Level 1 A
A
B B
Plan Legend - Car Park Level 2 A
A
B B
Thank You.
Парковка Car Park Section, Plan and Entrance Principles
Kaleidoscope, December 2008 12
ZONE
MZONE
MZONE
MZONE
MZONE
MZONE
MZONE
M
ZONE
CZONE
C
ZONE
C
Длинная Секция Long Section
Kaleidoscope, December 2008 17
EntranceTo the shopsEntrancePay Station
Please Pay Here.
Car Park Tarif:upto 2 hours Free.-
2-3 hours 75.-
3-4 hours 150.-
4-6 hours 500.-
6+ hours 750.-
Please pay for parkingat Pay Stations beforeexiting the Centre
ELEVATED SECTION A-A
Plan Legend - Car Park Level 1 A
A
B B
Plan Legend - Car Park Level 2 A
A
B B
Thank You.
Парковка Car Park Section, Plan and Entrance Principles
Kaleidoscope, December 2008 12
Creating effective zoning
Kaleidoscope project overview 42
WebsiteHomepage
Kaleidoscope project overview 43
WebsiteContent pages
Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.
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Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.
Opening TimesMonday 9.30am – 8.00pm
Tuesday 9.30am – 8.00pm
Wednesday 9.30am – 8.00pm
Thursday 9.30am – 8.00pm
Friday 9.30am – 8.00pm
Saturday 9.00am – 8.00pm
Sunday 11.00am – 5.00pm
Bank Holidays 10.00am – 6.00pm
Three MusketeersRated: 12ARelease Date: 12/10/11View Trailer
Rated: URelease Date: 07/10/11 View Trailer
The Lion King 3D
Find out more here
What’s on Coming Soon
Catch up on our exclusive winter catwalk show and behind thescenes action from Karen Millen.
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Menu Events
Cinema
Kaleidoscope Mall
Tenants
Gallery Brands
Services
Leisure and Entertainment
Photo Gallery
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Write a letter
Getting Here
Contact
Leisure
Ice Skating
Bowling
Kids Club
Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.
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Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.
Opening TimesMonday 9.30am – 8.00pm
Tuesday 9.30am – 8.00pm
Wednesday 9.30am – 8.00pm
Thursday 9.30am – 8.00pm
Friday 9.30am – 8.00pm
Saturday 9.00am – 8.00pm
Sunday 11.00am – 5.00pm
Bank Holidays 10.00am – 6.00pm
By Metro
accusamus
dignissimos
ducimus qui
blanditiis
praesentium
voluptatum
By CarAt vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.
By Bus
X59, X91, 289, 234, 500, 345, 845At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.
WalkingAt vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.
At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.
Monday - Sundaydignissimos 0.00ducimus qui blanditiis 0.00qui blanditiis 0.00qui blanditiis 0.00dignissimos 0.00ducimus qui blanditiis 0.00
Menu Map
Car Park Rates
Getting Here
Kaleidoscope Mall
Tenants
Gallery Brands
Services
Leisure and Entertainment
Photo Gallery
Videos
Write a letter
Getting Here
Contact
Marketing channels synergy
Kaleidoscope project overview 36
Environmental promotionAdvertising kiosk
Kaleidoscope project overview 56
Promotional - seasonal campaignsAutumn
осенние открытияв Калейдоскопе
Kaleidoscope project overview 53
Promotional - seasonal campaignsWinter
Distinctive advertising image
СТАРТ
представляет:
Игра
Kaleidoscope project overview 69
Kaleidoscope characters - Skopi familyThe family
S
Боулинг клуб
Билеты - Цены
Взрослый билет(1 час) – 300 рублейДетский билет(1 час)- 200 рублейБилет для членов клуба(1 час)- 150 рублей
Добро пожаловать в боулинг
Bowling clubМишкин клуб катания на коньках
Ледовая А
рена
Боулинг клуб
Билеты - Цены
Взрослый билет(1 час) – 300 рублейДетский билет(1 час)- 200 рублейБилет для членов клуба(1 час)- 150 рублей
Добро пожаловать в боулинг
Bowling clubМишкин клуб катания на коньках
Ледовая А
рена
Добро пожаловать на катокПривет! Хочешь со мной покататься?Записывайся в детский клуб катания на коньках «Калейдоскоп».Вся информация на стойке регистрации.
Прокат коньков
Прокат коньков – Цены
Взрослый билет(1 час) – 300 рублейДетский билет(1 час)- 200 рублейБилет для членов клуба(1 час)- 150 рублей
Клубная картаМишкин клуб катания на коньках
Клубная картаМишкин клуб катания на коньках
Клубная картаМишкин клуб катания на коньках
Ледовая А
рена
Ледовая А
рена
Memorable characters
Reconceiving a centre - making it relevant
Image and profile - marketing events and activities
Venue environment - Step by step phased investment - Communication, signage, graphics - Decor upgrades - lighting, materials, finishes - Remodelling, extensions
Tenants and facilities mix - appropriate brand profiles, zoning and adjacencies
Management culture - the best people and services
Smolenskiy Passage, Moscow
2009 Challenge - Phased upgrading of a well known city centre venue. Re-planning tenant space to ‘open up’
complex vertical mall
Strategy - Creating a premium destination for a two stage
development programme - phased identity, communications,
environments
Smolenskiy Passage Reconception
2009
Challenge - Phased upgrading of a well known city centre venue. Replanning tenant space to ‘open up’ complex vertical mall
Strategy - Creating a premium destination for a two stage development programme - phased identity, communications, environments.
Smolenskiy Passage - Build on the name
Smolenskiy Passage reflects and communicates the special history and traditions represented in the name.
Smolenskiy Passage - New Planning
First floor plan option Anot to scale
Key1 SCP banquette seating2 Champagne bar with moveable screen3 Champagne bar table seating with moveable screen4 Info reception5 Advertising6 Graphic wall treatment7 ATM8 Parking ticket machine9 10 Secondary promotion 11 Segis bench12 Toilet wall graphic13 Floor standing lamp14 Big event / exhibition
SPW - 5001 Main totem directorySPW - 5002 Freestanding - floor directorySPW - 5003 Wall mounted - floor directorySPW - 5004 Ceiling sign 1500x300 - directionalSPW - 5005 Wall/column 400x300 sign - directionalSPW - 5006 Wall / column 200x200 sign - directionalSPW - 5010 Info lecternSPW - 5011 Business directory
NoteAll furniture elements (including champagne bar) to be moveable to allow for special events, i.e. fashion show
WC cube
Info lectern SPW - 5010
SPW - 5004
SPW - 5004
SPW - 5004SPW - 5011
SPW - 5001
SPW - 5001
SPW - 5005door info stickers to toilet doors
SPW - 5006
1
1
5
214
3
7
8
4
11
12
13
6
1
5 5 5
10
10
10
10
10
10
Smolenskiy Passage - Activity Zones
0.000 0.0000.0000.000
+2.100+1.800+1.800
+4.900
+8.000
-2.100
-2.750
+11.100
+14.200
+17.300
+4.200
+6.300
+8.400
+10.500
+12.600
+16.800
+4.200 +4.200 +4.200
+8.400
+12.600
+16.800
+20.400
+12.600
+8.400 +8.400
+12.600
+16.950
+15.700
+21.450
-4.950
+21.150
1600
+4.200
19 201 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Piazza‘a vibrant city space – always something happening’ Mezzanine‘fashionable place to take a break’ Terrace‘a special place to eat, drink and socialise’
Fashion Studio‘Moscow’s premier designer collection’
1
2
3
4
2
1
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Smolenskiy Passage - Brand Touchpoints
Информационный столПластиковый световой короб на металлической основе.
Изображение печатается на пленке, которая наносится на обратную сторону верхней 10мм прозрачной панели, закрепленной на металлической раме.
Внутренняя подсветка белым светом (светодиоды).
Карманы для брошюр
Цвета представлены в Pantone и CMYK
C 30M 72Y 74K 84
476 EC
C 20M 25Y 29K 61
404 EC
C 13M 17Y 20K 36
402 EC
C 14M 2Y 100K 16
397 EC
1100mm
30
720mm
Магазины и рестораныРасположение и информация
700mm
1200mm
Basement Level 1 Level 2 Level 3 Level 4
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Info lectern directories
Note : All dimensions and details should be crossed referenced and checked with technical drawings supplied to contractors. All details should be confirmed with the client prior to installation..
Info Lectern SPW - 5010
SCG London Page 37
Festival - Concept Reconception
2005 - Challenge
Creating a mass market city center ‘for the family’. - differentiating from 70 other centres in Moscow. Transforming a mediocre building development in progress to an international standart retail venue.
2012 2011-2012
Refreshing existing brand concept up-to-date.
2005 - Challenge
Creating a mass market city center ‘for the family’. - differentiating from 70 other centres in Moscow. Transforming a mediocre building development in progress to an international standard retail venue.
2011-2012
Refreshingexisting brandconceptup-to-date.
Festival - Concept Reconception
SCG London Page 38
Festival - Inspiring Name
Festival, Moscow
The Identity
Festival - Inspiring Name
SCG London Page 39
Festival - Day And Night Impact Day and night impact
Festival, Moscow
Festival - Day and Night Impact
SCG London Page 40
Festival Refreshment 2012 Seasonal Freshness
‘Update’Seasonal Freshness
Festival Refreshment 2012
Festival
SCG London Page 42
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Real Estate: Festival: Shopping centreReal Estate – Festival
FESTIVAL BRAND REFRESHMENT 2010
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Marketing
Festival, Moscow 2005
Festival
Marketing
Festival, Moscow 2005Marketing
Festival, Moscow 2005Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
SCG London Page 41
Festival - Graphic Impact
ProductsStores
Home Offers News Tickets Games Contact
Spring
Seasonaltheme
Spring at festival
+read more
Home Offers News Tickets ContactStore Search
Festival - Graphic Impact
Riviera New Moscow destination
1
Торгово-развлекательный центрОткрытие: VI квартал 2015
Shopping & Entertainment Center Opening: Q4 2015
Торгово-развлекательный центрОткрытие: VI квартал 2015
Shopping & Entertainment Centre Opening: Q4 2015
АвтозаводскаяТульская
Замоскворецкая
Серпуховско-Тимирязевская
76
ТРЦ «Ривер Молл» имеет отличную видимость и транспортную доступность с ТТК. Такое расположение сделает его удобным местом для шоппинга и проведения досуга и для пользователей многих других транспортных артерий города, таких как: улица Велозаводская, проспект Андропова, Варшавское шоссе и прочие.
ТРЦ «Ривер Молл» находится между двумя станциями метро: Автозаводская и Тульская, совместный дневной поток которых составляет более 130 тыс. человек. От данных станций метро будут курсировать автобусы торгового центра.
Непосредственно перед ТРЦ «Ривер Молл» размещаются две остановки общественного транспорта, где останавливаются 11 маршрутов автобусов и 4 маршрута троллейбусов.
Параллельно с реконструкцией и застройкой территории ЗИЛа намечен ввод в эксплуатацию станции метро Технопарк в середине 2015 года, а также планируется строительство транспортно-пересадочного узла Московской кольцевой железной дороги. Оба объекта будут находиться в пешеходной доступности от ТРЦ «Ривер Молл».
SC River Mall has great visibility and transport accessibility from the 3rd transport ring. Such a strategic location makes it a very convenient place for shopping and leisure for people using other transport arteries of the city, such as Velozavodskaya street, Andropova Avenue, Varshavskoe Highway and others.
SC River Mall is located between two metro stations: Avtozavodskaya and Tulskaya. These have a total daily traffic of more than 130 thousand people and will be served by shopping centre shuttles.
Two public transport stops with 11 autobus lines and 4 trolley lines are located directly in front of SC River Mall.
In parallel with the ZIL renovation and development, the commissioning of a new metro station, Technopark is planned for mid-2015. This is in addition to the construction of a new transport interchange linking with the Moscow railway ring. Both stations will be located within walking distance of River Mall.
Выгодное месторасположение и отличная транспортная доступностьBeneficial location and excellent transport accessibility
Карта транспортной доступностиRoad map
Карта метроUnderground map
Ленинградское шоссе
Во лгоградский проспект
Каширское шоссе
Шоссе Энтузиастов
Щелковское шоссе
Пр
оспе
кт м
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Я
росл
авск
ое шосс
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Дм
итро вско
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шоссе Бу
тыр
ский Вал
Звенигородское шоссе
Волоколамское шоссе
Ленинградский проспект
Можайское шоссе К
утузовский проспект
Варш
авск
ое
шос
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Ленинск
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Riviera - Brand guidelines 5
Riviera is for... shopping, fashion, food, ideas, experiences, leisure, events, entertainment, culture, socialising…
A unique venue… for everyone and for all occasions
A unique venue
1. The brand
Riviera is special. There’s nowhere else like it in Moscow.
Riviera - Brand guidelines 14
We create Looking at things differently; imagining ideas and possibilities
We achieve Aiming high; planning for success
We engage Opening up opportunities; building loyalty; working collaboratively
We stimulate Exceeding expectations; creating surprise, delight and interaction
We deliver Acting with integrity, reliability and accountability
Vision & values
1. The brand
Our values
Creating communities
Russian market challenge
Meshcherskiy Park ‘Creating spaces as places’ Rublevo - Arkhangelskoe Putting on the map Creating a sense of place and community
Creating Communities not ‘ Housing ‘
Successful Placemaking is all about People... the Consumers!Challenge : Creating a sense of place where people feel they belong … where they want to stay … a community they want to engage with
Developers need to create the ‘ hardware ‘ - the physical design and attributes of the location, architecture, spaces, infrastructure and facilities that will be a catalyst for activating the ‘ software ‘ - the people, experiences and activities that will define and create an exceptional local culture and sense of identity
Russian market challenge
Checklist Criteria
Local Identity …. Creating a sense of place … narrative …naming / icons - district, streets, buildings ..…signage …. communications...
Distinctive Character ….Sense of uniqueness…design personality - architecture, site, landscape and feature treatments
Adaptable Public Spaces …Multi functional … accessible … focal points… human scale ….
People Friendly Circulation …Priorities for pedestrians… cyclists… walkable …safe… ‘ streets ‘ not roads…footpaths…
Russian market challengeCreating a Sustainable Community ….. A Successful Place Brand
Checklist Criteria Cont...
Safety and Security …Natural surveillance …interesting populated spaces ….
Local Facilities …. For all ages and interests …. social life ….health….education…
Resident Integration ….Mix of social groups … activities …sports …shopping … clubs…
Proactive Local Management …Community residents and business involved and engaged …
Wellbeing and Happiness … Neighbour interaction …social events…activities … day to day contacts...
Russian market challengeCreating a Sustainable Community ….. A Successful Place Brand
Creating Spaces as ‘ Places’ Optimising the spaces between buildings to …
• enhance the visitor … resident experience
• encourage positiive interaction of people … activities …nature … landscape … facilities…. features
• to give pleasure … recreation … a sense of well being
Russian market challengeCreating a Sustainable Community ….. A Successful Place
Meshcherskiy Park - Creating a sense of place Odinzovo, Russia
NATURE TRAIL
FOREST AREA TOILETS SKIING
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
HORSE RIDINGPICNIC AREA
NATURE TRAIL
FOREST AREA TOILETS SKIING
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
HORSE RIDINGPICNIC AREA
NATURE TRAIL
FOREST AREA TOILETS SKIING
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
HORSE RIDINGPICNIC AREA
NATURE TRAIL
FOREST AREA TOILETS SKIING
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
HORSE RIDINGPICNIC AREA
NATURE TRAIL
FOREST AREA TOILETS SKIING
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
HORSE RIDINGPICNIC AREA
NATURE TRAIL
FOREST AREA TOILETS SKIING
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
HORSE RIDINGPICNIC AREANATURE TRAIL
FOREST AREA TOILETS SKIING
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
HORSE RIDINGPICNIC AREA
NATURE TRAIL
FOREST AREA TOILETS SKIING
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
HORSE RIDINGPICNIC AREA
639 C254 CRhod. Red C485 COrange
021 C1235 C382 C
639 C
Cool Gray7 C
254 CRhod. Red C485 COrange
021 C1235 C382 C
RAL 110 80 70 RAL 1003 RAL 2008 RAL 3020 RAL 4010 RAL 4006 RAL 5012
Lorem summeta
et iustoПрограммы целевого кредитования
Москоммерцбанка – удобный и доступный
способ придать новый импульс развитию
вашего бизнеса. Целевое кредитование
может быть предоставлено в виде займа
или в форме лизингового финансирования.
Lorem summeta
et iusto
Lorem summeta
et iustoПрограммы целевого кредитования
Москоммерцбанка – удобный и доступный
способ придать новый импульс развитию
вашего бизнеса. Целевое кредитование
может быть предоставлено в виде займа
или в форме лизингового финансирования.
Lorem summeta
et iustoПрограммы целевого
кредитования
Москоммерцбанка –
удобный и доступный
1700MM
1800MM
1600MM
1400MM
1200MM
1000MM
750MM
500MM
1700MM
1800MM
1600MM
1400MM
1200MM
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ЧАСЫ РАБОТЫ
Monday 9.30am – 8.00pmTuesday 9.30am – 8.00pmWednesday 9.30am – 8.00pmThursday 9.30am – 8.00pmFriday 9.30am – 8.00pmSaturday 9.00am – 8.00pmSunday 11.00am – 5.00pm
Good Friday 10.00am – 6.00pmEaster Sunday CLOSEDBank Holidays 10.00am – 6.00pm
SummerStartsHere...
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About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
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Real Estate: Meschersky Park: Recreation Park
Skolkova Park Page 6
Strategic Development
Brand MessagesLife’s simple pleasuresOur natural heritageNature for everyone
Enjoyment for all
The essence of the brand and the benefits pledged to the visitor
The countryside on your doorstep
Brand Positioning Statement:
A very special placeBrand Personality
Bran
d At
tribu
tes
Brand Promise
Tangible features that visitors experience. How the brand promise is delivered.
Natural woodland Enhanced landscapes
Open air recreationSports and leisure activities
Entertainment and relaxation
The human characteristics that the brand expresses. The emotional connection between the visitor & the brand.
Accessible, open, welcomingFriendly, sociableResponsivetodifferentmoodsDiverse, interesting, exciting
Brand Platform
Skolkova Park Page 17
Wooden structure blends in environment
Wood structure viewing platform
Unintrusive covering
Observation structures/shelters
Observation structures/shelters
Modern Viewing tower
Large scale structures for cafes
Pods
Modern Cafe
Small huts or tree houses
Imaginativearchitecturalstructurescanenhance the environment and make the park a distinctive, memorable place.
Opportunity Examples - Architecture
Skolkova Park Page 18
Using twigs from the woodland
Winter ice sculpture
Wooden tree sculptures
Using branches
Winter ice sculpture
RockSculpturescreateimpact
Character painted logs
Colour painted logs
Hedge figures
Large interactive sculpture
Opportunity Examples - Sculpture Trail (Natural)
Creating inspiring and organic sculptural features out of the natural elements within the park - wood, snow, ice, stone.
Skolkova Park Page 19
Colourful wind turbines (+sustainable energy source)
Interactiveforkids With nature
Play sculptures
Small but fun
Interactive/playful
Intriguingtrail
Large Scale impact
Scattered and random
Opportunity Examples - Sculpture Trail (Man-made)
Colourful and bold sculptures create impact, enhance the environment and can be fun
Skolkova Park Page 20
Surreal bench
Abstract Seating
Changing long bench
Playing with scale creating fun Melting structure
Natural Wood
Stone painted
Hanging lightweight seating
RelaxingPodMarble
Opportunity Examples - Seating
Creatingdifferenttypesofenvironmentsand atmospheres through seating – fun, intriguing, visually exciting, unexpected, unusual.
Skolkova Park Page 21
Swings
Interactivewall
Soft molds in the ground Large wooden playground
Small playground
Water features
Figure/character playground
Climbing
Opportunity Examples - Playgrounds
Playgrounds can add an important imaginative dimension to the space. They should fit well with their surroundings.
Skolkova Park Page 22
Tree top bridges
Sculpture trail – traditional,
Simple wood trail Pond walkway
Viewing platform
Ropebridge
Woodland trail
Ropebridge
Opportunity Examples - Pathways
Exploring the park can become an adventurethroughdifferenttypesoffeature pathways which enhance the local topography.
Skolkova Park Page 23
Opportunity Examples - Gardens
Low maintenance stone work
Cafe garden Children’s garden
Tree Tunnel Bridge Garden
Rockery/Wildlife garden
Open Beer garden
Stone pound work
Japanese Stone garden
Opportunity Examples - Gardens
Gardens can be manicured or low maintenance, architectural or natural, socialplacesorquietretreats.
Skolkova Park Page 24
Opportunity Examples - Lights/Projections
Small lights wrapped around trees
Magicaleffects
Colour projects
Sculpture with glow lighting
Lights on ground
Lights on structures Trail lights
Opportunity Examples - Lights/Projections
Lighting and projections can create enhancedeffectsandaseasonalatmosphere.
Skolkova Park Page 25
Fretcut signage Woodcut signage
Simplebuteffective
Natural rock
Hedge signage
Simpleflagscanbeusedfordirection
Message on steps
Opportunity Examples - Signage (Natural)
Using old wood to create sign
Use of natural materials to create organic feel to signage that blends with surroundings.
Skolkova Park Page 26
Opportunity Examples - Sigange
Banner signage
Large scale for impact
Signage can be used for interesting seating
Small info ground panel Large scale signage
InformationonthegroundNature info panel Impactfulandplayful
Signs that glow at night
Simpleyeteffective
Opportunity Examples - Signage
Signage can create inspiration as well as communicate information.
1
ВИДЕНИЕ
CITY BRAND / THE VISION
BRAND VISION & STRATEGY 2
Freedom within security
A range of lifestyles + work options
A vibrant community in a beautiful place
A future proof developmentLong term appeal.
Relevance + sustainability
A FIRST CHOICE LOCATION & DESTINATION
“THE FUTURE NOW”
A gateway to a better life
5 KEY DEVELOPMENT PRINCIPLESA UNIFIED VISION FOR ACTION
THE VISION
3
ЭЛЕМЕНТЫ
OPTIMISE KEY ELEMENTS
CITY BRAND / ELEMENTS
BRAND VISION & STRATEGY 4
LOCATION 20 minutes from central Moscow but a world away.
ARCHITECTUREFusion of contemporary, heritage & traditional values. Memorable skyline.
LANDSCAPEGreen, fresh, natural, diverse . Outstanding hard & soft landscaping.
WATERSurrounded by water; the freshest part of the Moscow river. Water features: fountains, bridges, ice sculptures, skating.Changing character & perspectives.Cool, fresh, calm, reflective, inspirational/dynamic, energetic, lively.
PLANNING & INFRASTRUCTUREDistinct districts.Individual character & appeal within an overall coherence. Experience of space and quality.
ELEMENTS
9
ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION & STRATEGY 10
‘The future is bright’
Glow, beam, brightness, radiance, luminous, illumination, sunny, sunlitNatural light – day, sun, moon, starsLight creations – light sculptures, floor lightingNight lighting – street lamps, Interior lighting
CITY OF LIGHT
THEMES, IMAGERY, MESSAGING
11
ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION & STRATEGY 12
'The way you want to live & work’
Variety, multiplicity, mixDifferent environments providing alternatives, selection, preferencesRange of lifestyles and work optionsBalance between work and play
DIVERSITY + CHOICE
‘The best of both worlds’
Close to centre, yet a world awayAccessible, convenientUrban vibrancy/rural retreat
URBAN / RURALDYNAMIC
THEMES, IMAGERY, MESSAGING
13
ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION & STRATEGY 14
‘New generation experience’ ‘A new way of life’
Responsible, nurture, long term view, preserve, protect and conserveEmbracing latest sustainability and environmental values -maximising natural light, materials and green technologyEnvironment, natural materials, greenery, water – CommunityFuture Proofing
SUSTAINABILITY‘A Sure Future’‘An oasis of freedom’‘In safe hands’
Safe, protected, watched over, cared forComfort, confidence, calm, seclusion, Privacy assured, no worries/carefreeOpenness, freedom, liberty, unrestrictedOasis, havenLike minded community
SECURITY
THEMES, IMAGERY, MESSAGING
15
ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯDESCRIPTIVE SENTENCE FITS IN THIS SPACE
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION & STRATEGY 16
‘The future now’‘Enter into a new world’
Realisation of the dream, Idyllic, ultimate, bestOpportunity beckons
DREAMGATEWAY
‘A vibrant community’
Pulse, buzzSpirituality, shared beliefs and valuesCommunity hub/amenities, traditional core, central focus
HEART
THEMES, IMAGERY, MESSAGING
17
СТРАТЕГИЯ БРЕНДА
CITY BRAND
The brand concept for the original scheme was based on the bird of paradise, drawing on the bird’s mythical status as divine, never needing to land and coming from a terrestrial paradise – heaven on earth. The bird of paradise image was accompanied by the name Рублево-Архангельское signifying the location. This single image identity was however limited in scope, application and appeal. There was a need therefore to develop the identity to create a new concept to meet new challenges and criteria.
The new identity brings together the key elements which make this a vibrant and exceptional development. It reflects the scale and diversity of the project, signals a new management approach and communicates a modern ethos, appealing to a range of different audiences. The distinctive use of imagery within the name initials achieves a strongly differentiated approach that reflects the variety and complexity of the city concept.
It is a unique, memorable and contemporary mark that creates a multi-layered approach, allowing positive flexibility of application and usage in keeping with the diversity of communication requirements.
DEVELOPER BRAND
The Developer Brand takes the unifying and dynamic graphic symbol at the heart of the City Brand as a single branding device. A clear synergy and relationship is therefore established between the two. The Developer Brand has strength, integrity and authority. It acts as an endorsement to the City Brand and as a corporate brand in its own right aimed at relevant business audiences and stakeholders.
CITY & DEVELOPER BRANDS / STRATEGY
BRAND VISION & STRATEGY 18
CITY BRAND
NEW DEVELOPER BRAND
OLD CITY BRAND/OLD DEVELOPER BRAND
BRAND STRATEGY
21
CITY BRAND STRATEGY
BRAND VISION & STRATEGY 2219 BRAND VISION & STRATEGY 20
DEVELOPER BRAND CITY BRAND
CITY & DEVELOPER BRANDS / THE MARKS
53
МАРКЕТИНГОВЫЕ МАТЕРИАЛЫ
CITY BRAND / MARKETING MATERIALS
BRAND IDENTITY GUIDELINES 54
Marketing materials will be produced to a high specification to reflect the premium offer and maximise the creative opportunities that all of the different brand elements provide. There will be both consistency in look, feel and quality, along with versatility in interpretation and application of the brand.
Some typical examples of marketing materials such as a special presentation pack, brochure, invitation, magazine/newsletter, billboard and DVD are shown on the following pages.
Inner page examples
MARKETING MATERIALS
RESIDENTIAL SALES BOOK
59
ПРИМЕНЕНИЕ БРЕНДАDESCRIPTIVE SENTENCE FITS IN THIS SPACE
CITY BRAND / MARKETING APPLICATIONS
BRAND IDENTITY GUIDELINES 60
Seasonal publication
Promotional billboards Promotional DVD
MARKETING APPLICATIONS
69
ПРИМЕРЫ ПРИМЕНЕНИЯ
DEVELOPER BRAND / APPLICATION EXAMPLES
BRAND IDENTITY GUIDELINES 70
Sustainability literatureWorkwear
Construction hoarding
Billboard
APPLICATION EXAMPLES
CITY ICON BRANDS
71
СИМВОЛ ГОРОДА КАК ЗНАК БРЕНДА
CITY ICONS / BRAND EXAMPLE
BRAND IDENTITY GUIDELINES 72
Within the umbrella concept of the City Brand are destination features that have icon branding status. These can be used to put the development on the map, reinforce a sense of place and give a unique personality to all aspects of the city in a coherent and integrated way.
The first of these is for one of the bridges. This icon brand reflects the dynamic bridge structure and image.
It is a distinctive and memorable mark that has potential for a wide variety of different uses and applications
19
ЭТАП 1A ЗАПУСК КОНЦЕПЦИИ: СОЗДАНИЕ ОСВЕДОМЛЕННОСТИ - ВОСХОД ГОРОДА
КОНЦЕПЦИЯ
Стратегические цели Анонсировать проект широкой общественности Создать осведомленность Передать видение проекта Вызвать интерес к проекту
Креативные цели Привлечь внимание/Быть замеченными Донести основные сообщения.
Креативная стратегия Визуальная привлекательность Сильное, простое, прямолинейное сообщение Легко понятное Восход города в руках человека
PHASE 1: AWARENESS CAMPAIGN
ФАЗА 1: КАМПАНИЯ ПО СОЗДАНИЮ ОСВЕДОМЛЕННОСТИ
СТРАТЕГИЯ МАРКЕТИНГОВЫХ КОММУНИКАЦИЙ 20
Основное сообщение Целый город для меня
Второстепенные сообщения Город будущего – город света Идеальное место – то, о котором мечтают Город, ориентированный на тех, кто в нем живет
Долгосрочная ценность Простая, сильная идея, которая имеет потенциал стать основным визуальным символом маркетинговых коммуникаций
Ожидаемая реакция
«Как узнать об этом больше»
«Это выглядит красиво» «Было бы здорово»
Где безопасно припарковать мой Ferarri?
ЭТО ГОРОД ДЛЯ МЕНЯWWW.RA-CITY.RU
где лучшее место для
ЭТО ГОРОД ДЛЯ МЕНЯWWW.RA-CITY.RU
моего скутера?
Где купить самыемодные аксессуары?
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ЭТО ГОРОД ДЛЯ МЕНЯ?*
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«Понимаю»«Как узнать больше о проекте?”
ЭТАП 1B СОЗДАНИЕ ИНТЕРЕСА К ПРОЕКТУ: НЕОБЫЧНЫЕ ЛЮДИ, ЖИВУЩИЕ В ГОРОДЕ
Стратегические цели Основывается на базе существующей осведомленности о проекте Создание интриги через рекламу Апеллирование к чувству юмора Стимулирование дальнейшего интереса
Креативные цели Использование остроумия, чтобы вызвать любопытство, создать различные вариации на данную тематику Заставить людей говорить о проекте Донести до аудитории основные послания в необычной форме
Креативная стратегия Интригующая концепция
Необычный поворот к изображению различных потребностей целевой аудитории.
Ожидаемая реакция
Основное сообщение Город для тебя
Второстепенные сообщения Какими бы не были мои потребности и приоритеты, это – город, в котором есть все, что мне нужно Город, который соответствует самым высоким ожиданиям (даже самые требовательные останутся довольны)
Долгосрочная выгода Потенциал для развития идеи в различных формах и для различных целевых аудиторий как часть продолжающихся маркетинговых коммуникаций
БИЛБОРД 1
Серия БИЛБОРД, демонстрирующая будущих обитателей города. Билборды 2, 3, 4 показывают развитие “истории” и подводят к объединяющему билборду 1. Количество изображений будет больше трех. Сообщения желательно остроумные, по принципу “вопрос-ответ”.
БИЛБОРД 3
БИЛБОРД 2
БИЛБОРД 4 - Концепции текущих кампаний
КОНЦЕПЦИЯ
WWW.RA-CITY.RUПРИРОДАWWW.RA-CITY.RUСООБЩЕСТВО
WWW.RA-CITY.RUСВОБОДА
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ЭТАП 1C УВЕЛИЧЕНИЕ ОСВЕДОМЛЕННОСТИ: ВИЗУАЛИЗАЦИЯ АТРИБУТОВ БРЕНДА
Стратегические цели Создание более широко осведомленности о городе и его преимуществах. Развитие ключевых сообщений и тем. Поддержка и развитие интереса.
Креативные цели Создание простых, притягивающих внимание сообщений через правильное использование графики, фотографий и текстов. Постоянное обновление (фотография, текст) и, в то же время, постоянство (графические коммуникации) сообщений, чтобы поддерживать интерес к проекту.
Креативная стратегия Использовать основные составляющие идентификации для того, чтобы визуализировать ценности бренда
Ожидаемая реакция
Основные сообщения Рублево-Архангельское – город на природе, город, который предлагает свободу выбора, который несет сильное чувство общности. Создание трамплина для перехода на следующий этап коммуникаций
Второстепенные сообщения Рублево-Архангельское – идеальный город, который соответствует разным ценностями и удовлетворяет различные потребности.
Долгосрочная выгода Эта концепция завязана на идентификацию и фотостиль Рублево-Архангельского
Помимо ее ценности как хорошей рекламной идеи, долгосрочная выгода концепции – использование дизайн языка бренда, который будет применяться в последствии в печатных, электронных материалах на следующих этапах.
“Это - ценности, которые для меня важны”“Это – идеальное место для меня” “Я хочу здесь жить и работать”
БИЛБОРД 1 БИЛБОРД 2
БИЛБОРД 3
КОНЦЕПЦИЯ
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ENGLISH HEADER
RUSSIAN HEADER
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CONCEPT OVERVIEW
ОБЩИЙ ОБЗОР
КОНЦЕПЦИИ, ЭТАПЫИ КАНАЛЫ КОММУНИКАЦИИ
Необходимо:
Согласовать концепции и доработать их.
Отобрать фотографии и получить права на их использование.
Разработать и приступить к реализации медиаплана.