Kondi: branding a landmark quarter by Talan
Talan is a federal real estate developer operating in 14 cities across Russia.
All of the company's projects are created on the basis of a unified approach that includes not only the quality of project development, but also the company's own core values, founded on the desire to be part of the development of a modern urban environment for the benefit of city residents.
Developing the brand of a new residential quarter, the redevelopment project of the Kondi confectionery factory in Ufa, including the strategy, identity and communication system across the key promotion channels.
In addition to desk research with the materials, the agency's specialists travelled to Ufa to talk to Talan's local working group and gain first-hand impressions of the location, the project and the competitors.
Active development of the district known in the city as "Zelyonaya Roshcha" (Green Grove, or affectionately "Zelyonka") began in the 1970s. Today Zelyonaya Roshcha is one of the most developed and green districts of the city, located not far from the historic centre. The confectionery factory, launched in 1976, created an utterly special atmosphere thanks to the aromas of chocolate and vanilla that carried for many kilometres around and became vivid childhood memories for many.
The area has developed recreational infrastructure, entertainment, shops and good transport accessibility thanks to the city's third most important thoroughfare, connecting the south and north of Ufa. It is also a point of attraction for businesses that cannot find an adequate supply of office space in the centre of Ufa.
The project covers around 36 hectares of the confectionery factory's grounds. The product itself can be divided into two parts with different approaches to lifestyle and apartment mix. The first part, the factory building, is intended for non-standard loft-style apartments with large floor-to-ceiling windows and 4.5-metre ceilings.
The insight that unites such different target audiences is the desire to stand out, to be unlike everyone else, by receiving an offer that reflects their individuality. They are a kind of alternative elite: active individualists who are open to the world, welcome change and are ready to grow together with the city.
They need an extraordinary point of attraction that reflects current trends in design and lifestyle and offers contemporary urbanist practices.
This will be a location where you can recharge with inspiration, meet interesting people and express yourself, and at the same time a historic space, integrated into the context of the city and preserving the atmosphere of the district. By viewing the project as part of the complex organism of the city, we get the opportunity to contribute to the development of Ufa while realising the values and approach of Talan.
The project will develop in stages, from the most radical, creative way of living in the city (loft-style apartments) to a calmer one (the high-rise "point towers"). The emphasis will shift from dynamism and drive to cosiness and comfort, but the vivid image formed at the first stage will remain the core of the brand.
