Project
The club residence's comprehensive branding
Two houses 20&20 are located in the green area of downtown Moscow: the second line of Leningradsky prospect. This allows the residents to enjoy a quiet life while still keeping their fingers on the city's pulse. To bring the residential complex to the market, a suite of branding materials was developed for the brand along with a positioning strategy. Having analyzed the project and location, we developed the following positioning: "a home of rare combinations." This allowed us to focus the attention of our audience on the truly rare combination of advantages it has for a business class offering: the low number of apartments in general and on each floor, increased window area, rational floor plans, and uncharacteristically low‑rise architecture for the location.
Done for the project:
Branding
Positioning
Naming
Identity
Corporate style
Guidebook
Naming and identity
Houses 20&20 is a rational brand for people who appreciate hard facts and dry figures. Using numbers in the name has set this project apart from its competition in the field of ad‑media. By presenting the residential complex as two separate buildings we are highlighting the increased privacy. In a move more often seen in deluxe class than business class, the name communicates the number of apartments in each building in a very straightforward manner — there are 20 apartments in each building. In our messaging, the key selling advantages are always paired up, reflecting the double benefit the residential complex offers, as opposed to having to compromise. It's got everything: it's downtown but in a quiet location, high ceilings and lots of window space, as well as privacy and security.
Optimal floor plans
The presentation materials for the 20&20 houses are incredibly tasteful and stylish, and convey all the advantages of the buildings. Roomy floor plans of humane proportions, printed with millimeter accuracy on the tactile paper of the brochures allow clients to envision their lives in these apartments.
