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Positioning and website of a business class family residential complex for those who care that everything is perfect

FIVE is an excellent site for an excellent residential complex

five-dom.ru

The FIVE residential complex is located in the best area of Vladivostok, which has a special microclimate and developed infrastructure. The location lacks modern solutions for young parents and couples without children. The developer plans to create a residential complex with its own kindergarten, thoughtful zoning and panoramic views of the Amur Bay — what you need for an EXCELLENT life.

(About the project)

Positioning
Logo design and brand identity
Website development

Expertise

The developer came to us with house plans and apartment layouts, general information about the project and the catchy name FIVE. There was no logo, branding, brand meaning and visual concept at the start. Based on the naming, it was necessary to develop brand positioning and pack the meanings into a convenient selling website.

Analyse the competitive advantages of the project and propose positioning concepts based on them.
Develop a logo design and brand identity that will be a continuation of the overall concept.
Design a selling website with interactive solutions for choosing future housing.

(Tasks)

The idea of family and comfortable accessibility of infrastructure

(Solution)

We started working on positioning with research:

location
target audience
advantages and disadvantages.

This immersion helps to get competitive characteristics out of the project and find compromises that will balance the disadvantages.

Location

The residential complex is located in the youngest and largest Sovetsky district, part of which is a health resort area of Vladivostok. This is a sunny place with a special microclimate and flat landscape compared to the main part of the city, which is located on the hills and has a large difference in altitude.

The pleasant climate is complemented by a truly developed infrastructure, since the district is located in close proximity to key objects. Sovetsky is connected to the city centre by several bus routes and a railway station. A key city highway, 100th Anniversary of Vladivostok Avenue, passes through the district. That is, residents can enjoy peace and quiet just 20-25 minutes away from the city centre.

The area has been actively populated and developed since the 1960s. Over 65 years, social and commercial infrastructure has been developed: there are schools, municipal and private kindergartens, hospitals and sports complexes, but there are no recreational areas such as parks and squares for having rest.

There are about 93,000 people living in this area, who go to work every morning and return home every evening. Soviet planning cannot cope with modern traffic, so the area often has traffic jams and rarely has free parking spaces.

environmental friendliness
developed infrastructure
transport accessibility

Strengths

traffic jams
problems with parking
dense outdated buildings
no parks or squares nearby

Weaknesses

Competitors

We added all comfort-class residential complexes under construction in the area and all business-class residential complexes in the city to the list of competitors. This is necessary to understand the strengths and weaknesses of the customer and offer the most advantageous positioning, which will help to differentiate from competitors.

Strengths of the FIVE residential complex:

new type playgrounds
recreation areas and workout areas in the yard
video surveillance cameras in the yard
designer entrances
doorway to the entrance hall at the ground level, transparent doors
underground parking with access to the elevator
storage rooms of various sizes
own kindergarten for 90 children
"Smart Home" system

House and yard

open layouts
panoramic windows
apartments with a view of the Amur Bay
ceiling height of 2.8 metres

Apartments

Audience

The core of the target audience of the FIVE residential complex is families with one or two children.

Additional groups: families without children and single young people, elderly couples

They buy flats because they want to improve their living conditions or buy their first home. This part of potential buyers pays attention to the infrastructure inside and around the residential complex, transport accessibility and safety.

They buy an apartment for adult children or for the purpose of exchanging living spaces,for investments.

ecologically friendly area
developed infrastructure
view of the Amur Bay
safety and technology

Positioning

Its own kindergarten
underground parking
thoughtful solutions in the yard, house and apartments

Brand basis:

We offered the customer four positioning concepts with similar philosophies but different focuses:

Five Elements of a Happy Life

The usage of scandinavian philosophy and attitude to life in cold climate, without referring to frequently used Hugge and Lagom.

The accent is on the fact that the residential complex can give the needed balance between modern city life and the place where one can recharge their battery.

Residential complex that combines all necessary things to live with your family in comfort, cosiness, safety. And at the same time not to be cut off from active city life.

01

02

03

04

The idea is based on the fact that there are all essential elements in the residential complex to be fully satisfied with the house and become happier.

At home is better

«Пятый элемент — баланс жизни»

Living on an excellent mark

Brand values:

everything you need is nearby
varied leisure
safety and comfort

The customer's team chose the last option: FIVE residential complex is a place for those who want to improve their lives and make it more comfortable for their families.

Logo design and brand identity

The residential complex logo combines a stylized image of the number "5" and a key.
The number "5" refers to the idea of positioning — "Living on an excellent mark", the key symbolises access to a new comfortable life.

The combination of elements forms a brand pattern and is repeated on business cards, letterheads, envelopes — all typical branded materials of the corporate identity.

Excellent website for an excellent residential complex

The multiple-page website is designed in such a way that visitors stay on the main page as long as possible.

The visual content opens smoothly, there are interactive elements and sliders with additional information, blocks with horizontal scrolling.

The website element is an animated render of the house

The website starts with a render of the house, where day changes to night when scrolling. This is a nice addition that allows you to look at the project at different times of the day.

Five reasons to choose the FIVE residential complex

We have combined the advantages of the residential complex into five groups with clear headings. The list is arranged so that each user can first look at the offers that are relevant to him.

For example, social infrastructure is important to parents, so first of all they will read about schools and hospitals nearby, then about safety on the territory of the residential complex and transport accessibility.

For couples without children, information about proximity to the sea, the Smart Home system and parking is of interest. That is, the user can choose the scenario for studying the residential complex depending on the priorities in choosing housing.

Information about the improvement of the yard is continued by a series of slides about landscaping and quiet recreation areas, a children's and sports ground. This makes navigation convenient and intuitive, which increases the retention of visitors on the site.

Five minutes away from FIVE

The residential complex is located in the Sovetsky district, part of which is a health resort area of Vladivostok. This is a sunny place with a special microclimate, which is complemented by a truly developed infrastructure with schools, kindergartens, hospitals, sports complexes and shopping centres. The area is in close proximity to key facilities: residents can enjoy peace and quiet just 20-25 minutes away from the city centre.

To show the convenient location and the availability of infrastructure of the residential complex clearly, we created a map of social and commercial facilities and a series of slides with important locations and travel times to them.

Architecture is important

The architectural solution, design of entrance groups, features of the foundation and facade of the project were described in cards with detailed information about the idea and benefits for residents.

Layout, meterage, cost — everything is convenient and clear

We’ll have a 30 minute call to discuss your task and answer your questions. We will send you a presentation with similar cases and approximate costs

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Discuss the project

The project was supervised by

management, creative, analytics

Valentin Revutsky

analytics, creative

Yulia Mishagina

design

Tatiana Rudenko

art direction

Egor Suslin

analytics and creative

Timofey Beloglazov