TASKS
In-depth ethnographic study of potential apartment buyers
Consumer segmentation based on their mindset, behaviour and needs.
Develop brand-building workshop scenario and moderate the workshop
PRODUCT
Premium class housing project with apartments priced from 1 mln USD in the center of Moscow.
WORK
During the workshop during which we helped build brand strategy and product concepts in partnership with the client and their branding agency SmartHeart. The project is in the early construction stage based on the developed product concepts. The communications currently promoting the block of apartments are based on one of the identified brand positioning concepts: "Privacy". To support this proposition the project will not include any restaurants, cafes or retail on its premises. Service facilities will be separated from the accommodation facilities by separate entrances and the 'Comfort Service' schedule is designed to make it invisible to the residents. The project will offer only a limited number of apartments. A lot of thought is given to a comprehensive sound insulation system and noiseless lifts. Panoramic windows are impenetrable to the eye from the outside. The green court yard is not visible from the outside and is discreetly divided between apartments.

*Case from previous experience at Banana Trends.
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