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Ray+Keshavan | The Brand Union – Real Estate

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Our work for some of the world’s best known real estate brands.

Published in: Design, Business, Real Estate
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Ray+Keshavan | The Brand Union – Real Estate

  1. 1. Ray+Keshavan The Brand Union BUILDING VALUE
  2. 2. 3Ray+Keshavan | The Brand Union Why clients seek us • To develop powerful strategies to create new brands or rejuvenate existing ones • To bring modern, world-class design solutions to Indian brands • To create compelling and memorable brand visual identities to enable employees and stakeholders to understand and live their brands • To rationalise brand portfolios and create robust, enduring architecture systems • To provide companies with tools to manage their brands Who we are Ray+Keshavan has been voted as India’s No 1 Brand Design Consultancy by The Economic Times four years in a row from 2008 to 2011 (every single year since the survey began). We are part of WPP’s global brand agency, The Brand Union. Together, we offer more than 35 years of brand building experience with about 500 strategists, designers and researchers across 21 offices serving every major market This means that our clients benefit from the best of both worlds: a global network and knowledge pool combined with deep experience and understanding of the Indian context. The Brand Union Abu Dhabi India Beijing Cairo Dubai Dublin Hamburg Hong Kong Jakarta Johannesburg London Madrid Miami New York Paris San Francisco Shanghai Singapore Stockholm Tokyo
  3. 3. Brands we have helped to build in India 5Ray+Keshavan | The Brand Union
  4. 4. Ray+Keshavan | The Brand Union 7 Brands we have helped to build worldwide
  5. 5. 9Ray+Keshavan | The Brand Union Our Indian Clients in Realty Sector Who we’ve worked with USA, UK, Ireland, Portugal 9Ray+Keshavan | The Brand Union Who we’ve worked with USA, UK, Ireland, Portugal
  6. 6. 11Ray+Keshavan | The Brand Union Who we’ve worked with Middle East
  7. 7. 13Ray+Keshavan | The Brand Union Who we’ve worked with Hong Kong & China Who we’ve worked with Rest of Asia
  8. 8. 15Ray+Keshavan | The Brand Union RESEARCH Brand audit Competitive analysis Insight research STRATEGY Brand naming Brand positioning Brand model Brand architecture DESIGN Corporate design Packaging design Information design Brand language Brand environments Interactive design Brand communications and collaterals Brand guidelines ENGAGEMENT Employee insight and diagnostics Internal communications Employee engagement EVALUATION Measurement, assessment and evaluation Who we’ve worked with Africa
  9. 9. 17Ray+Keshavan | The Brand Union Ray+Keshavan was voted India’s No 1 Brand Design Agency by The Economic Times four years in a row- in 2008, 2009, 2010 and 2011. We are part of WPP’s global brand agency, The Brand Union. Together, we offer more than 35 years of brand building experience with about 500 strategists, designers and researchers across 21 offices serving every major market. This means that our clients benefit from the best of both worlds: a global network and knowledge pool combined with deep experience and understanding of the Indian context. WHO WE ARE 16Ray+Keshavan | The Brand Union Building competitive advantage in Realty Trust Premium Preference Relevance Credibilty
  10. 10. 19Ray+Keshavan | The Brand Union WHY CLIENTS SEEK US
  11. 11. 21Ray+Keshavan | The Brand Union To develop powerful strategies to create new brands or rejuvenate existing ones To bring modern, world-class design solutions to Indian brands To create compelling and memorable brand visual identities to enable employees and stakeholders to understand and live their brands To rationalise brand portfolios and create robust, enduring architecture systems To provide companies with tools to manage their brands
  12. 12. 23Ray+Keshavan | The Brand Union AKSHAYA means boundless. For over a decade Akshaya has been silently performing and delivering high quality real estate in Chennai and Coimbatore. With a passionate and forward thinking promoter, the brand has truly boundless potential. Akshaya is a company that has future- proofed their construction quality and standard that has earned them a rating by CRISIL. This set them apart among the large number of Indian real estate companies to be a brand with a difference. Akshaya’s new positioning ‘Uncompromise’ was the inspired by the company culture and philosophy that was lived out actively. THE ‘TRIPLE A’ OF REAL ESTATE 3 Ray+Keshavan | The Brand Union
  13. 13. 25Ray+Keshavan | The Brand Union 25Ray+Keshavan | The Brand Union The company’s name was changed from Akshaya Homes Ltd to Akshaya Ltd to help cue entry into new asset classes. We built a monolithic brand architecture and articulate their vision, mission and values apart from designing the new identity and brand world and developing new project and product ideas. The new Akshaya identity- a bold word mark with a unique combination of upper and lower case letters, represents an organization that is confi dent, dependable, with a fl air for innovation. To the discerning viewer, its carefully crafted perfection speaks of our attention to detail. The three capital A’s of the logo take the shape of chevrons. They repeat in symmetry signifying our consistency of purpose, commitment to promises and unwillingness to compromise on core values. As a very architectural form, it also roots the brand to its domain. orange is the colour of the Akshaya brand. Used in striking contrast with black, it lends an overall sense of warmth, vibrance and sophistication.
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  15. 15. 29Ray+Keshavan | The Brand Union A SIGNATURE THAT TELLS THE STORY OF VISION, QUALITY AND CREDIBILITY. MANTRI Builders along with two if it’s other companies bearing the Mantri name came together to form a single entity. The company was moving up the value chain to launch more premium properties and malls. They intended to stand of the crowd of ‘me too’ real estate players. We achieved this by making the Mantri heritage the central focus of the rebranding project. The new logo, inspired by the founder Mr. Sushil Mantri’s signature, evokes confidence while building on the company’s heritage. It denotes transparency and openness—a seal of authenticity and trust and the guarantee of a company that always stands by its promises.
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  18. 18. 35Ray+Keshavan | The Brand Union Is it possible for a real estate brand to have a social purpose? In a sector that has troubles with perception and where image really matters, can a brand genuinely carry a do-good vision? We worked with NIRMAL to transform the brand from one that was popular only in Mulund to a pan-Indian real estate brand with a purpose. We articulated a very unique atypical positioning for a brand in the real estate market—Fun, Fitness, Freedom. In this, we established their purpose which was to make fitness the heart of their brand. We developed a clean, simple brand architecture and branded their flagship properties. Further, a branded sales activation idea linked to their core positioning around fitness and sports was developed. We also devlop their launch communication. SOCIALLY RESPONSIBLE REALTY
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  20. 20. 39Ray+Keshavan | The Brand Union We thought we had given R+K a really tough brief to crack - to evolve a corporate brand and identity which would capture the brand’s philosophy and also build an identity that would set brand NIRMAL apart in the confused and crowded space of realty developers. The process that the R+K team, led of course by Sujata herself and steered very efficiently by Arvind Hegde surprised us at every step with their enthusiasm and creativity. The brand discovery process that they commenced with was perceptive, business-focussed and unique. The solution they came up with was powerful and simple, yet so distinctive. The brand idea representation was stunning and we immediately saw in it the power to catapult brand Nirmal in to a global brand. The manifestations with our new logo across our business was breathtaking in its scope and we simply loved it from the word go. Thank you team R + K. DHARMESH JAIN Chairman and Managing Director Nirmal Lifestyle Limited “
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  22. 22. 43Ray+Keshavan | The Brand Union When a company re-invents its business model, a rebranding project must work in conjunction to accelerate and strengthen the process. oMKAR had a very strong business model in the area of Mumbai slum rehabilitation and wanted to shift their focus to high end real estate- that’s where branding played a key role. omkar had set up a joint venture with a leading real estate fi rm and all their projects were linked. We worked with omkar to develop their vision, mission and values in addition to the new identity and brand world. DEVELOPING NEW BENCHMARKS IN URBAN LIVING
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  25. 25. 49Ray+Keshavan | The Brand Union ToTAL ENvIRoNMENT truly sets a global benchmark in the in the Indian real estate sector with the best standard in spirit and letter. A brand backed by the philosophy that God is in the details, Total Environment truly stands out amongst its innumerable competitors with projects of unparalleled quality and visual aesthetic. We are proud to have partnered with Total Environment several times in years past to develop their brand identity and strategic marketing communication for their flagship properties. BUILDING A TRULY EXCEPTIONAL BRAND Bangalore PAINDROPS KEEPFALLING ON MY HEAD Bangalore
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  27. 27. 53Ray+Keshavan | The Brand Union Contact us arvind.hegde@rayandkeshavan.com M +91 98450 64414 tasneem.ali@rayandkeshavan.com M +91 99204 03968
  28. 28. 22 Brunton Road Bangalore 560 025 India +91 (0)80 2555 0486 T +91 (0)80 2555 0487 T +91 (0)80 2558 1465 F rayandkeshavan.com thebrandunion.com Ray+Keshavan | The Brand Union

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