Vysota 511: a future worth investing in
The Vysota 511 apart-hotel is located at an altitude of 511 metres above sea level; it is an intimate complex of 100 rooms with breathtaking mountain views. Vysota 511 is an attractive investment proposition and an interesting option for tourists who want to enjoy not only classic mountain scenery, but also experience the four-star service of a modern hotel.
Talan is a federal real estate developer operating in 14 cities across Russia. Its new line of business is the hotel segment. Talan purchased the building of a resort complex operating in Krasnaya Polyana with the aim of taking it to a new level of quality. This played a role in the large-scale redevelopment of the post-Olympic construction in the resort area, which today is a prestigious tourist destination attracting huge tourist flows every year.
For a long time, the property remained a shadow of the post-Olympic period. In order to distance the complex from its negative original image and bring the new property to market for investors and tourists, the apart-hotel's brand needed to be updated. The agency team had to analyse trends and the market, develop a visual brand concept and provide recommendations on verbal communications.
Analysis of the competitive field showed that market players embed and communicate similar, mostly functional, values in their projects. The main positioning motifs are an emphasis on the service provided combined with direct references to the nature of the location. At the same time, when it comes to the target audience of the place, these are rather modern people "on trend", receptive not only to the functional, but also to the value proposition of a brand.
In recent years, a culture of mindful and healthy living has developed in Krasnaya Polyana: yoga practices, smoothies in trendy cafes, and skiing activities. Investors aiming to buy rooms to preserve and grow their capital share the same motives: they are young, affluent people, engaged and curious, open to the new.
That is why it was decided to position the project as a symbol not only of the renewal of the hotel itself, but of the gradual revival of Krasnaya Polyana. Vysota 511 is the result of the gradual renewal of the resort, the transition from pre-Olympic construction of questionable quality to the thoughtful redevelopment of the place. The future is worth investing in. It is worth visiting. At the same time, Vysota 511 maintains the natural balance of modernity: it makes no direct references to the mountain context, but blends into it organically.
The recommended brandline for the project was the phrase "A new height in Krasnaya Polyana": in this way we emphasise not only the link to the actual altitude of the location, but also the property's ambition to become a symbol of redevelopment in the future, and the actual renewal of the apart-hotel, its departure from the old image.
The visual system subtly conveys the advantages of the location: the lines of the logo refer to a "mountainous" horizon, while the colour palette refers to the terrain filled with unique vegetation, the blue of the mountains and the brightness of the sky.
The laconic corporate identity makes it possible to convey the values of mindfulness, immersion and contemplation to an ambitious and engaged audience, and to emphasise the novelty of the project, both real and metaphorical.
