The Evia brand is a new brand in the category of real estate projects, started from the desire of a Romanian entrepreneur to facilitate people's access to modern and safe housing that is adapted to the current requirements. From facilities such as Smart Home Ready and electric charging stations, to attention to the choice of building materials in terms of both safety and thermal efficiency, Evia aims to be a project a little different from classic real estate projects, while preserving the affordability of housing.
In a very dynamic category, but at the same time with a chaotic development and practices that are not always in favor of people and urban space, the initiators of the Evia project wanted to ensure that they were not doing “just another real estate project” like many others in the capital area and that everything would be done “properly” from the beginning.
As the first real estate project in a series of other projects of the group to be launched in the coming years, it was important that finding the right direction for positioning and developing the brand identity were starting points for both the current and future projects.
In starting the strategy phase, we first set out to find out more about the category of real estate projects of this kind, who are the competitors in the area and to whom this type of housing is addressed. At the same time, we wanted to understand what implications the peculiarities of the project and its location could have on the brand and business strategy, in order to help the Evia team with recommendations regarding all components of the marketing mix, from positioning and brand development, to communication materials, in view of starting promotion and sales activities. Once these coordinates were defined, they provided the foundation for the Evia brand and the source of inspiration for its new identity.
I imagined Evia as that special place where you find the perfect balance for yourself and your family. Following the research and analysis phase, we identified three key attributes for the target tenant, which translated into safety, comfort and lifestyle, to generate that perfect mix that always makes you feel at home.
Starting from the identified attributes, we drew the Evia symbol as the main brand identifier, opting for a simple and distinctive geometric symbol. It is based on a symbolic gesture made by joining the palms to suggest the shape of a roof. It is a gesture of protection that creates inside a personal, isolated and protected space - at home. The Evia logo was constructed and aligned with the correction of an optical illusion created by the letter A.
The visual language has been developed in harmony with the brand's message, finding at the graphic level a subtle balance between safety, comfort and lifestyle, through the construction of geometric, clean, clear layouts, combined with elegant fonts and bold colors
The next step was the development of communication materials, starting from the generated visual identity, which materialized into a complete package, useful for the promotion and information activity carried out by the Evia sales team (map, business card, leaflet and posters for the showroom).
At the same time, we have developed the signalling materials of the project, from the temporary ones (site signs and banners for guiding customer visits, showroom materials) to the final ones that will be used day by day by the new Evia tenants (entrance sign totem, staircase markings, floor and apartment markings, etc.).
The digital environment is a space where consumers are primarily informed about projects in the real estate category. Thus, the Evia team has opted from the very beginning to develop a modern and easy-to-navigate website that provides all the necessary information, from the types of housing and facilities to the positioning and points of interest in the immediate vicinity of the project. For the website, they opted for a secure OpenSource CMS platform, Umbraco CMS, which allowed a fast and efficient development, a simple way for the Evia team to manage and update their content constantly, and last but not least an information platform for Evia customers. In parallel, we have created, set up and customized the brand's social media pages to be used by the Evia team in communicating the project stage and various offers.
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