Gramercy

Brand campaign for Phoenix Properties

When Phoenix Properties contacted us in 2010 to position and brand their flagship residential development in Central, we knew we had an opportunity to break away from the traditional glitz and glamour common to residential property campaigns in Hong Kong. Going back to the essence of “balanced living”, we shaped a strategy to build a brand image that emphasized the quiet originality of the Gramercy building.

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The challenge

The location and qualities of the building were a perfect match for a specific category of business travellers, having to do short frequent runs out of Hong Kong. A few minutes away from the Central Airport Express train, Gramercy was convenient for them, and serenity would welcome them back thanks to the spa-inspired design and green features. In the hyper-competitive, loud and saturated media aimed at this clientele, we wanted to create a breakthrough brand that didn’t have to shout to be heard.

Our Approach

Sometime the best way to get the attention of a boisterous crowd is to speak softly. We looked into the mind of our ideal tenants as our original source of inspiration and developed an aesthetic and writing style that reminded them of the importance of being centred. The hotel-like feeling of the interior design by Peter Remedios offered us the perfect platform to expand from.

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The concept came first to life with the tagline ‘get centred’, a play on the contrast between life amidst the hustle and bustle of Central, and the Zen-like qualities of Gramercy. From there, we created a visual and literary journey based on the idea of finding inner peace in the heart of the city. The brand identity and imagery lent itself to the architecture’s urban-escape sensibility.

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In addition to the graphic layout, we developed the copy in English and Chinese and art directed the photography. First, we established a tone of voice for the brand and then developed the written content of the brochure accordingly.

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In addition to the marketing brochure, we designed other print collaterals, such as brochures, direct mailings and more, as well as a mini-website.

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To fully convey the concept behind ‘get centred’, we storyboarded and art directed the production of two videos for the showsuite sales area.