Case Study

Planorama / Horizon view

Visual identity Branded materials Branded materials

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Context
The Bucharest real-estate market registered an overwhelming growth due to the continuous development of the
northern area of the city. Still, those home compounds were basically inaccessible to the masses taking into
account the price rates per square meter.

EuroHabitat foresaw the incredible demand for home compounds in the mainstream price segment and took
the opportunity of building a 1,100 apartments development in Doamna Ghica area.

Challenge
In this respect, EuroHabitat appointed BrandTailors for “packaging” an incredible price offer per square meter
in a convincing communication message, which would generate instant sales.

Solution
At an in depth screening of the real-estate market, BrandTailors realized there was a big opportunity to settle
the idea of “a neighborhood in a neighborhood”, meaning to position the new offer as a “small community
area” built within a larger one, described by the conventional Bucharest districts map.

The starting point for the brand platform development was the design of the project. Those 1,100 compounds
were spited in 4 blocks of flats each of them reaching 13 levels, offering inhabitants an incredible rooftop view
of the city. Such a strong discriminator helped BrandTailors to create a unique brand name: Planorama.

Further on, the visual identity portrayed the “larger then life” feeling one gets from city sightseeing. The
communication platform was distilled into various materials, all of them recreating the comfort and belonging
feeling the resident would be experiencing if moving to Planorama.

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Results
Due to the fresh branding and communication approach, 25% of the apartments were contracted in 6 months
from launch.

Contribution
Brand strategy - Beatrice Daniş
Graphic concept and development - Janos Kurko
Image retouching and printing pre-production - Mircea Brătianu

Project implementation started in March 2005.

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