SUMMER 365 - branding

Context:
Unremarkable image of residential complexes and the lack of reference to Georgian culture was a problem for real estate market in Batumi.
Solution & Execution:
The main idea is to emphasize that real estate in Batumi is attractive because in this resort city, where it's always summer. The brand's colors were inspired by the gardens of Batumi.
The elements of the brand identity are based on ornaments that we discovered with the help of Georgian sociologists. These ornaments can be found in historical architectural monuments and traditional jewelry, in writing, and decorative elements. They served as inspiration for the patterns that will be used both on branded materials and on the facades of the complex and small architectural forms.
Another inspiring element was the patterns of the traditional Lurji Supra tablecloth, which we adapted to develop iconography and navigation elements.
Result:
25%+ of the apartments were sold during the construction phase. Clients are attracted by the unconventional approach to visual communication and the progressive nature of the brand identity. The recognizability of the property has been noted just a few months after the start of the promotion.
Team:
Project Manager: Nafisa Amerkhanova
Content Manager: Svetlana Chernikova
Information Analytics: Malika Nikolaeva, Aziz Nadjimutdinov
Creative Director: Margarita Urmantseva
Art Director: Timur Nusharov
Lead Designer: Abdulaziz Abdurakhimov
Designers: Shodiyor Djurabekov, Alibek Azimov
3D Designers: Rustam Akhmedov, Mikhail Tiora
Music credits: Bani - Rachuli