Kamapolis: territory of the future

Zhelezno Group is a federal real estate developer that has been building and delivering housing since 2011. Izhevsk, Ulyanovsk, Yekaterinburg, Kirov. Now Zhelezno Group decided to enter the Perm market and recently completed construction of the new Kamapolis residential complex. The city was new to the developer, and a comprehensive analysis had to be carried out before construction began. Next, an attractive and memorable name had to be created. And the project had to be effectively differentiated from its competitors. The Brandson (TSN) agency took on the task of successfully bringing Zhelezno Group's new residential complex to market. To make the project a success, the Brandson (TSN) team:

– Conducted a desk audit based on the client's materials
– Developed a long list of names for the new project
– Carried out a preliminary uniqueness check of the names using open sources
– Developed the brand's visual concept

First, the Brandson (TSN) team identified the advantages of the new project. Among the main ones: the developer's extensive experience, high construction quality, a convenient location in a green area, well-developed infrastructure, comfort and safety, and landscaped grounds around the residential complex.

Then we analysed the market. The pandemic and the current crisis have changed how Russians perceive their apartment. Real estate is a key tool for investing in a prosperous future for both the younger and the older generation.

An apartment is now not just a place to sleep, but a whole complex: for work, sport and cooking. Experts noted rising demand for smart home systems, enhanced security and comfortable living conditions.

Residential complexes occupy extreme positions: either premium status or a secluded, gated atmosphere, so we advised occupying the territory of balance.

The core of the target audience consists of married couples who dream of stability and confidence, as well as career-driven people who value time and a sense of control. The chosen positioning aligns harmoniously with the target audience insight: "My life already lacks balance, so I want to feel fewer imbalances". The new residential complex meets the audience's different needs and offers a balanced life.

That is why Brandson (TSN) strategists recommended focusing on demonstrating the multifaceted nature of the residential complex to customers: “For buyers, a new apartment is an entire living space”.

We also oriented the brand towards a diverse audience. The residential complex suits both married couples and individual career-driven people. The positioning we formed makes it possible to serve the interests of a wide range of audiences

The Brandson (TSN) creative team proposed several naming concepts. In the end, the name «Камаполис» / Kamapolis was chosen. The naming and all communications were adapted for both Russian and English. This solution reflects the flexibility of the positioning and also expands the potential target audience.

The name makes it possible to emphasise the scale and multifunctionality of the development. In future communications, the descriptor «polis» may be used as a tool for building a residents' community.

As part of the naming, we developed the slogan «A new chapter in the city's story» and the descriptor «Territory of the future». Brandson (TSN) staff carried out a preliminary uniqueness check of the names using open sources.

The visual concept combines digital and simple imagery. The chosen typeface references video games, but the letterforms are softened at the corners, so the text looks smooth, with no harsh features. This harmony reflects the idea of balance that customers are looking for. The solution we created also underlines the descriptor. A dark, calm shade of green was added as the background, evoking a sense of safety and tranquillity.