Heart of the East: branding inspired by philosophy

“Talan” is a nationwide real estate developer operating in 14 Russian cities. One of the company’s key growth areas is the Far East: as part of this expansion, Talan has launched its fourth residential project in Khabarovsk. The “Heart of the East” space is an ode to the primordial identity of Khabarovsk residents, a new reading of Eastern balance.

In the centre of Khabarovsk, Talan’s flagship project in the city centre – “Amursky Kvartal”, with its European flair – is being actively developed and promoted. To avoid competing with its own project in the same location, when developing the identity of “Heart of the East” the agency needed to differentiate it from “Amursky Kvartal” as much as possible. The creative team formulated the main points of differentiation between the projects and developed a verbal and visual identification system for the new brand as well as an advertising campaign.

Current trends dictate an emphasis on locality, historical identity and the integrated nature of projects, especially in the regions. The historical heritage of a place and local cultural traditions, as characteristics of “belonging”, make it possible to find stability in an era of social turbulence. This can be traced both in contemporary design trends and in the positioning of projects across various industries.

At the same time, the integrated nature of projects, as an enduring trend in regional development, logically continues the theme of “belonging”: this approach allows residents, firstly, to feel safe and provided with resources, and secondly, it creates a niche locality – pride in one’s own unique territory.

An analysis of the competitive landscape showed that the most interesting market players build their positioning, firstly, on their location in the central part of the city and, secondly, on attention to detail. Moreover, it is mostly not the development site itself that is promoted (given its rather limited amenities), but the concept of the resident as the author of the territory. The living environment is positioned not as a territory with its own unique characteristics, but as a means for residents to fulfil their desires.

Despite the viability of this approach, when working on the brand of integrated projects one must bear in mind the breadth of potential target audiences. Sheltered from the dynamics of the city, the “Heart of the East” residential complex is self-sufficient within, offering every scenario for work, life and leisure. The courtyard continues the multifunctional concept. At the centre of the composition is its own central square with a fountain, while the remaining areas are divided into spaces with their own functional purpose, beyond the standard zones for children and adults: by scenario – work, active recreation and areas for seclusion.

The main advantage of “Heart of the East” is its location in the city centre. It is a calm space in which residents can feel the Eastern balance evoked by the multifaceted, Eastern-style architecture. “Heart of the East” is not just the centre of the city; it is the centre of your well-being, an organically constructed environment that lets you replenish the energy you have spent.

“Heart of the East” is a territory that is both the beginning of a journey (for example, when improving one’s living conditions and buying an apartment in the “new centre”) and at the same time a source of pride (advantages: multifunctionality, self-sufficient infrastructure, central location, landscaping – a square with a fountain).

If “Amursky Kvartal” is a neighbourhood that changes habits, then “Heart of the East” is the centre of your well-being. Not Khabarovsk in a European style, but a new Eastern identity coming to the fore in a period of social upheaval.

Where did civilisation begin?

The element of water is a symbol of the flow of life, of its changes, of swiftness and calm at the same time. Water is the beginning of a journey, a new vector of development. “Heart of the East”, firstly, forms a new notion of the city centre. Secondly, it offers the chance to buy a first apartment. This is how the dynamics of water manifest themselves. But beyond that, “Heart of the East” is a self-sufficient, quiet space that allows you to focus and gather strength to begin the journey towards new achievements.

The element of water is one of the key symbols of Eastern culture. It belongs to no particular country, yet is perceived in the same way everywhere – as a symbol of abundance and as a symbol of change. “Heart of the East” changes the notion of the centre, and Talan continues to change the notion of construction quality – not spot development but integrated development, abounding in opportunities.

The descriptor of “Heart of the East” became the expression “A Space for Living” – in its conciseness and at the same time its fullness of meaning, it reflects Eastern balance. The brand line “Your City Centre Is Here” focuses attention on the project’s key property – expanding the notion of the city centre for Khabarovsk residents – and also reflects the quality of replenishing one’s energy at home.