PRO-format: a new dimension of the city
Our team conducted an extensive study of the company's resources and product, market trends, competitors and target audience, on the basis of which a matrix of functional advantages of the projects by the real estate developer Arsenal was developed. The core idea of the PRO-format brand became the construction-kit principle, which makes it possible to shape the environment of the company's projects on 3 levels at once: the space of the building, the block and the city.
A new dimension of the city: Proformat is a vision of the future not only for the company itself but for the residential real estate market as a whole, drawing on the best practices of contemporary urbanism. ProFormat by Arsenal is a special approach to designing living space, based on the European experience of creating a friendly urban environment.
Since 1997, the Arsenal Group has been building quality housing in St. Petersburg and the Leningrad Region. The company approached Brandson to develop a brand for the standard of residential projects of the Arsenal group of companies, reflecting its guiding principles and priorities and its approach to shaping the urban environment.
The Brandson team conducted a detailed study of the company's resources and product, market trends, competitors and target audience, on the basis of which a matrix of functional advantages of the company's projects was developed. The core idea of the brand became the construction-kit principle, which makes it possible to shape the environment of the company's projects on three levels: the space of the building, the block and the city. As part of the project, the brand platform, name, verbal and visual attributes, as well as a landing page and an advertising campaign were developed.
A unified platform for the Arsenal approach has been created. The proposed set of solutions for developing infrastructure and content is being successfully implemented, delivered and integrated into the communications of the company's projects.
The Brandson specialists had to develop a creative idea for promoting the Enfield residential complex at the St. Petersburg Harley Days 2017 events, creating the mechanics and scenario of a contest with recommendations on attracting visitors and the accompanying print materials.
Harley-Davidson motorcycles are a combination of brutality and pure pleasure. To convey this feeling, we set up a stand with "brutal" desserts: hearty brownies with bacon, fiery wasabi cupcakes, spicy-sweet pepper pastries and other treats. At the stand, event visitors could not only sample the culinary delights but also get information about the contest from Arsenal.
Anyone who had signed a shared construction agreement for an apartment in one of the Arsenal Real Estate properties could take part in the contest. To win the prize, a Harley-Davidson Street 750 motorcycle, participants had to find the most convenient and original way to get from Palace Square to any of the company's properties using the most unusual modes of transport, film a video about it and post it on their social media with the hashtags.
The dynamic, modern lifestyle that underpins the brand goes well with the image of the famous Harley-Davidson motorcycles presented at St. Petersburg Harley Days 2017.
