Areas of activity
Brand strategy | Brand architecture | Verbal identity | Visual identity | Digital identity
Challenge
The real estate company Reyal Urbis was faced with the challenge of the real estate development Castellana 200, one of its most noteworthy projects in Madrid. In a single real estate complex, the project housed luxury dwellings, a five-star GL hotel, an office building, a shopping centre and a car park – all of it designed for a high-level market segment.
Our collaboration consisted of defining the brand strategy for Castellana 200 and developing its corporate visual identity.
The Castellana 200 brand strategy sought to position itself as a top-tier brand with a marked sense of architecture and location. In keeping with this, a single name (Castellana 200) encompasses every business principle: shopping avenue, offices and hotel. With this derived brand architecture, three business areas were sheltered under the corporate brand, but at the same time each of them maintained their own individual identity.
In terms of verbal identity, we wanted to create a differentiating category through the “shopping avenue”: a space in which the shopping experience in top-notch establishments is combined with sensorial attributes derived from the space itself, from the services that surround it, from the type of clients that use it and their attitude when they shop.
The development of the visual identity included the basic applications and marketing materials included in the physical sales space and on the project’s website.