Came, saw, fell in love: the VIDI investment hotel
Economic instability forces consumers to invest the funds they have: in appliances, cars, real estate. Including apartments, whose popularity was growing even before the crisis.
VIDI is a premium-class investment hotel in a major business district in the centre of St. Petersburg. We developed the apartments brand: audit, platform, visual and verbal attributes. In the course of the work, it became clear that VIDI has the potential to become the brand of an apartment chain, differentiated through its descriptor.
The new developer Fizika planned to enter the premium segment of investment hotels and decided to build a landmark property in the centre of St. Petersburg.
We analysed the current situation and identified the broad advantages of the chosen location, which combines prospects for the two main types of target audience: from the investor's point of view, it guarantees long-term returns from the city's tourist and business potential through the purchase of a unit, and from the resident's point of view, it is an excellent starting point for a trip and instant immersion in the historic environment without overpaying for luxury. The Brandson team identified the core of the target audience, consisting of independent consumers for whom the theme of rational benefits, non-obvious ones with complex reasoning, is relevant.
Sinopskaya Embankment is the exact location of the new property, an area that is home to a promising business zone, a broad layer of cultural and historical landmarks, and the city's main government and administrative buildings. It is also worth noting that the analysis of the competitive environment revealed a low level of supply in the premium investment hotel segment, which further increases the project's prospects.
As a factor of differentiation from competitors, the agency team proposed emphasising the unique architectural concept, woven into the fabric of the city and carrying its own value.
For any tourist coming to St. Petersburg, it is extremely important to immerse themselves as fully as possible in the atmosphere of the city, feel its spirit and touch its historical wealth. The architectural concept of the new investment hotel complex allows guests of St. Petersburg to blend into the overall context of the city in a laconic way, ensuring maximum immersion in the cultural environment.
The brand essence is a tool for unlocking the opportunities of St. Petersburg. The brand helps make optimal use of St. Petersburg: investors earn income, guests explore the city in the most efficient format.
The key values conveyed by the visual concept are the value of time, primacy and a deep connection with the eternal grandeur of St. Petersburg. The investment hotel from Fizika offers the opportunity to see everything first, opening up the prospect of premium apartments in the centre of St. Petersburg.
In the identity, we wanted to emphasise the neoclassical style in which the building's facades are executed. Mouldings and bas-reliefs were taken as an unobtrusive basis, which shifts the identity somewhat towards a classical style while leaving it with a hint of modernity.
The colour scheme was chosen to evoke associations with the high level of quality built into the project. Classic tones, together with the natural and warm materials of the interiors, create a stable image rooted in fundamental minimalism, functionality and modernity viewed through the prism of traditionalism.
For the investment hotel, the Brandson team proposed the name "VIDI", which translates from "Latin" as "I saw" and is part of Caesar's quote "Veni, vidi, vici" ("I came, I saw, I conquered"). It signifies early recognition of an opportunity ("saw it before everyone else"), speaks of the property's views, is associated with nobility and status, and conveys the spirit of victory.
The slogan for guests, "Came. Saw. Fell in love", continues the conceptual idea reflected in the name and conveys the ease of getting to know the city thanks to impeccable service and an advantageous location. The slogan for investors, "Apartments for the far-sighted", announces the promising nature of the investment, the architecture and the views of the property.
The Vidi apart-hotel is set among historic landmarks, cathedrals, a scenic embankment, central thoroughfares, and the parks and gardens of the central district, which became one of the project's key advantages that our team reflected in the advertising campaign. The special feeling of being in a historic place is not just words, but a value available to very few.
