Envisioning an apt word for defining the properties unique brand.

Design for clients that do investment in Real Estate or development has brought many different experiences.

These projects can be measured with concrete results since the brand approach we develop drives the sales. On pre build developments the brand is the difference often between selling off or having the property lag on the market for months or years on end.

We act closely with our clients on “envisioning” an apt word for defining the properties unique brand and developing the story that creates aspiration to buy in the mind of the prospect. Over the years we’ve developed turnkey brand solutions for property development and “assets” across Canada. Our Brand Leadership Model effectively sets criteria for getting at the essence of the brand and building a comprehensive framework that is compelling, empathetic, authentic and persuasive.

The most recent brand launch of a client’s magnificent development a short drive outside of the National Capital Region into Quebec is linked here. The development offers those who seek country lifestyle a wonderful opportunity to live in nature and be afforded rich amenities.  Amenities starting with waterfront in a pristine forested enclave.

Have a look at the approach. I’ve included the Logo/graphic above and an animated sequence to link that have initiated the brand building process…toward stabilizing the development. We believe the approach will capture the hearts and minds of affluent people that see themselves living in this environment.

Created in After effects exclusively with stills, scripted, narrated and creative directed. The video is 3 minutes and may take a moment to upload. This example is reflective of the broadcast environment online today and how "play" has transformed the designers role. 

Lac Saint-Six (click here)

Doing Art

I'm fortunate to be among my colleagues at the office 

Interior view Reception floor of gordongroup


We use a 52-inch flat screen with Internet feed to review current assignments.  

The design/web people were reviewing work and highlighting different aspects of bringing the products to completion. The presentation included products for about ten different clients. 

These forums take place weekly. The work included Federal Government video, Real Estate Developer brand and cultural work for our Aboriginal clients and a variety of other solutions. Two things struck me about the presentation. Each individual product has its own personality or unique design. The other aspect of the forum that stood out was the cool calm and fun-spirited discourse emanating from the participants in response to the product being cast.

We engage a management style that relies on the philosophy of self-supervision with organization/client control; these two vectors establish a balanced platform that allows latitude for people who bring experience and leadership and vision to the company daily. The team is fully engaged and focused leading the effort to fulfill the client’s aspirations for authentic product that effectively communicates their unique story. The product reflects the focus and tenacity of experts in different disciplines collaborating together integrating their skills into some form of brand building tool that is eventually released to market.

 

The idea of self supervision supports Seth Godin’s notion of “doing art”.  Art is a metaphor he used in his book Linchpin to empower readers to take charge of their work life and do what their inner voice is telling them to do (he says this is art) rather then remaining locked in an unrewarding career path. In the design field we’re offered the opportunity to produce art literally and also in many other functions we perform.  Our clients are refreshingly supportive and extend to us latitude to support them in joint partnerships. Exceptions happen and in the service industry the art is about managing many different outcomes recognizing that one cannot be idealistic. Managing risk in all aspects of the business internally and market facing from the onset has to be a priority from start to finish.

Seth Godin’s book “Linchpin” a refreshing and unique take on the world of work. 


                             

slideshare book synopsis

Some Samples