Artonica

MR Group

Creating MR BASE Ingredient Brand

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Creating MR BASE Ingredient Brand

Background

MR Group is one of the largest players of the real estate market. A dynamically developing company is on the cutting edge of conceptual industry changes deploying the solutions that pre-define market development tendencies. While offering, just like other companies, the option to purchase apartments in newly built houses whether  in shell condition, with shell & core fit-out or fine finish condition, the developer was the first to decide to brand shell & core fit-out service. It was necessary to develop the positioning concept, identity and communications of the ingredient brand.

Solution

For the product offer, we have developed naming, descriptor, visual style and concept of the brochure that describes all service advantages to consumers. The name retains strong connection with the parent brand through borrowing MR abbreviation from the developer’s name, and still clearly states positioning of the product itself (its basic character). The brochure turns into a brief user-friendly reference book for pre-fine finish that describes all details a consumer needs to know in an easy-to-understand and friendly manner. 

Outcome

Creating the ingredient brand helped considerably improve buyers’ interest to the offer that used to be hard-to-understand. The all-in-one brochure developed under the project successfully promotes the service of shell and core finish of residential premises by MR Group in all company assets. The developed style of information delivery turns a technical document with specifications into an easy-to-understand memo that guides consumers through the difficult period of apartment purchase decision-making. 

The team:  project head manager and art director — Irina Tsvetkova, creative director — Denis Shlesberg, leading designer — Irina Sakharova, copywriter — Elena Ionova, project director — Ksenia Gnevusheva.

03.2017