The challenge:
The Real Estate Investment arm of QIB, Dorrat Adoha acquired five plots for five buildings in the prestigious UDC project The Pearl Qatar. The brief was to create and design develop a distinctive prestigious name and visual identity. We had to create a brand family for the five buildings as well as design develop all print collateral, DVD and advertising campaign.
Creative response:
Our BIG IDEA was “Designed for Living” as a positioning platform. Focus on DESIGN to make the acquisition of real estate and life easier, simpler and more enjoyable…resonating with people’s desire for self-expression, relaxation and fun. Creating a lifestyle that fits in with what customers want, who they are and who they aspire to be. We developed the marketing communications concept for the Towers: “The World for all reasons”. This led to the development of the name for the 5 buildings, “Imperial Towers” and the concept of using the 5 Continents and Jewels to differentiate each tower. The five towers are Imperial Towers Ruby (Asia), Imperial Towers Diamond (Africa), Imperial Towers Emerald (The Americas), Imperial Towers Amber (Europe) and Imperial Towers Opal (Oceania).
The logo was designed to immediately communicate the idea of the 5 towers and the fact that the properties had a 360-degree view of the ocean.
The result:
The Brand and Marketing concept was launched as an awareness exercise during the Ramadan festivities at a display stand area next to The Intercontinental Doha Layali Al Kamar Tent with fanfare and generated much interest. |
