Fizika Development: the science of construction

A new developer, Fizika, is entering the real estate market with the aim of launching quality projects in the premium segment.

In the course of the analysis, the Brandson team examined international and Russian trends in the design and construction industry in the "business-class" and "premium" segments, reviewed the positioning of the key market players, determined the psychotype of the project's target audience, and identified the strengths and weaknesses of the new brand.

The market constantly dictates new conditions to which one must adapt. Knowing these changes, a young brand can immediately take an advantageous position and set the course for successful development.

The small number of players in the premium segment and consumers' sustained interest in the city centre allow a young brand to immediately take an advantageous position and set the course for successful development, even with relatively "broad" and, most importantly, organic positioning. Fizika is distinguished by the high expertise of its team and takes an individual approach to every new project. The original views of the company's investors and management became the key to its name. We studied these ideas carefully in order to later formulate a harmonious and cohesive brand philosophy.

Analysis of the core target audience revealed its basic psychotype – the "independents".

Rationalism is important to this audience; their choices are based on logical judgements, identified patterns and methodical reasoning. Fizika is a company capable of recognising global trends early, identifying new insights and shaping a product on their basis.

Based on the characteristics of this target audience, Brandson's specialists identified the advantages of the new developer that will fit into the set of preferences of potential consumers. Fizika has a "scientific" approach to construction, offers and reveals hidden prospects, and creates unique and diverse projects.

Based on market research and the identified advantages of the new brand, Brandson's specialists formulated its essence:

Fizika – discoverers of prospects.

Armed with rational calculations and the keen intuition of a researcher, Fizika creates unique properties, each of which is a discovery for its audience. Thus, Fizika acts as a team of creators of individualised, refined, technologically advanced properties that reflect the formula of the future – for the city's best locations; of a lifestyle – for buyers; of a successful business model – for investors.

Metaphorically, the Fizika brand can be compared to a symphony orchestra. A perfect performance is the result of the coordinated work of many masters. Each of them is a creator striving for perfection in their field, but the result of their joint work, on the one hand, conforms to accepted canons and, on the other, produces a unique sound.

The brand's mission is expressed in the continuous discovery of situational and universal laws of quality housing, and the production of phenomena in real estate that benefit people.

Based on the company's philosophy, the logic of its mission and the brand's verbal aesthetics, Brandson developed an original construct that can link the company's corporate brand with the brands of its projects – "The Laws of Fizika".

"The Laws of Fizika" explain the developer's ideology without creating a full-fledged linking brand, which could be effective with a large number of projects. Importantly, they are not the fruit of the theoretical ideas of "academics", but the result of the team's empirical research when creating a new project, confirming the developer's dynamic ability to discover new trends, its role as a "trendsetter" in the market and its image as a "self-learning" organisation.

In the verbal attributes, our team reflected the values of knowledge and progress.

The descriptor "Lawmakers of quality of life" emphasises the company's ability to anticipate and lead trends, and also evokes a strong association with the "laws of physics".

The slogan "Opening up prospects", on the one hand, explains the far-sightedness of the investment for investors and, on the other, conveys the company's mission of opening up and restoring the historic city centre for St. Petersburg and its residents.

The visual concept is built around turning potential into reality. The logo uses the unifying "letter-mark" device, in which the letter Z is depicted in the form of an arrow – a vector, which refers to physics notation, where an arrow represents potential as a quantity.

This minimalist, laconic form conveys the brand's focus on rational, well-thought-out solutions, free of flashiness and embellishment.

The colour scheme was selected to express the clarity and structure appropriate to a scientific approach. At the same time, calm pastel tones are associated with ergonomics and comfort, because the rationality of "Fizika" is neither dry nor impersonal. On the contrary, it is a tool for creating comfort in life in the hands of true professionals.