Real estate development and management company rebranding

1. Январь 2013ВМКР
ВИЗУАЛИЗАЦИЯ БРЕНДА
ПРАЗДНИК ВЫПУСКНИКОВ “АЛЫЕ ПАРУСА”
Anton Chitana, Oleg Korshunov
Presentations Portfolio
Donewell
Development and facility
management company
rebranding
Brand Scenarios Presentation
for FWDBrands
April 2010
Moscow, Baku

2. 2 LOOK OVER THE SHOULDER FWDBrands
THE TASK
ROYAL PARK REBRANDING

3. 3 LOOK OVER THE SHOULDER FWDBrands
APPROACH 1
ANALYSIS
ROYAL PARK
1. of, from, by, or to a king, queen, or other sovereign
the royal family, a royal edict, the royal allowance
2. having the rank of a sovereign
3. of a kingdom, its government, etc. the royal fleet
a. founded, chartered, or helped by, or under the
patronage of, a sovereign the Royal Society
b. in the service of a sovereign or of the Crown
c. suitable for a sovereign; magnificent, splendid,
etc. royal robes
d. like or characteristic of a sovereign; majestic,
stately, etc. a royal bearing
4. unusually large, great, fine, etc.
In order to keep communication
focused and consistent
everything should be in-lined
with
verbal identity given.

4. 4 LOOK OVER THE SHOULDER FWDBrands
APPROACH 1
ANALYSIS

5. HERALDICS EASTERNATIONAL KINGS NOW
APPROACH 1
THREE ROUTS

6. 6 LOOK OVER THE SHOULDER FWDBrands
THE ROUTES
HERALDICS

7. 7 LOOK OVER THE SHOULDER FWDBrands
THE ROUTES
EASTERNATIONAL

8. 8 LOOK OVER THE SHOULDER FWDBrands
THE ROUTES
KINGS NOW

9. 9 LOOK OVER THE SHOULDER FWDBrands
APPROACH 1
OK, BUT...
=

10. OK, BUT...
1. YOU ARE NOT ROYAL PARK

11. 11 LOOK OVER THE SHOULDER FWDBrands
OK, BUT...

12. OK, BUT...
1. YOU ARE NOT ROYAL PARK
2. YOU ARE NOT STONEPAY

13. 13 LOOK OVER THE SHOULDER FWDBrands
OK, BUT...

14. OK, BUT...
1. YOU ARE NOT ROYAL PARK
2. YOU ARE NOT STONEPAY
3. CLIENTS ARE UNHAPPY

15. 15 LOOK OVER THE SHOULDER FWDBrands
APPROACH 2
LETS RETHINK OUR TASKS

16. 16 LOOK OVER THE SHOULDER FWDBrands
APPROACH 2
LETS RETHINK OUR TASKS
1. MAKE CLIENTS HAPPY
2. REPLACE STONEPAY
3. REBRAND A VILLAGE
COMMUNICATE CHANGE
NEW COMPANY BRAND
RELEVANT POSITIONING
FOR IMPROVED VILLAGE
+

17. APPROACH 2
LET’S INTRODUCE A...
THINGS
CHANGING
COMPANY

18. 18 LOOK OVER THE SHOULDER FWDBrands
APPROACH 2
LET’S INTRODUCE A...
THINGSCHANGING COMPANY
DONEWELL

19. 19 LOOK OVER THE SHOULDER FWDBrands
DONEWELL
THINGSCHANGING COMPANY
DONEWELL
It’s not only about property management
and development...
IT’S ABOUT
MAKING PEOPLE HAPPY
BY DOING THINGS WELL.
FOR OUR RESIDENTS
WE CONSTANTLY CREATE
AND INTRODUCE SERVICES
THAT MAKE LIFE IN COMMUNITY BETTER.
WE DO CARE –
SINCERELY, EMOTIONALLY, FRIENDLY.
DAY BY DAY. STEP BY STEP.
CHANGING THINGS

20. DONEWELL
HOW CAN WE VISUALIZE THINGS CHANGING?

21. 21 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING
SPEP BY STEP

22. 22 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING
STAIR BY STAIR

23. 23 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING
TO THE NEXT LEVEL

31. Ihban

35. DONEWELL
THINGS CHANGING CAMPAIGN

36. 36 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
May 15
Campaign starts
with teasing
message on the
entrance billboard.

37. 37 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
May 23
Then an answer
comes introducing
the name of a new
company and the
web site.

38. 38 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
POWERAPP

39. 39 LOOK OVER THE SHOULDER FWDBrands
Letter from new
General Manager.
Introduction of
DONEWELL.
Commitments at
homedonewell.com
Meet
CAREDONEWELL
girls, call us 24/7,
phone number.
Small giveaways.
Pen and magnit
notebook.
THINGS CHANGING CAMPAIGN
May 23

40. 40 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
May 23

41. 41 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
May 23

42. 42 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
May 23

43. 43 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
May 23

44. 44 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
May 23

45. 45 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
May 23

46. 46 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
May 30

47. 47 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
June – ...

48. 48 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
June – ...

49. 49 LOOK OVER THE SHOULDER FWDBrands
THINGS CHANGING CAMPAIGN
June – ...

50. Thank you
April 2010
FWDBrands