FRIEDA is a residential ensemble in Friedberg-Fauerbach, that, in terms of urban planning and architecture is inspired by the historic center of the city district. Six houses, embedded in a harmonious landscape design, refer to the village structure of Fauerbach and offer modern condominiums with high-quality equipment and free space to meet outside. Project developer Fischer Smits & Coll. from Eschborn commissioned acre with the positioning of the residential ensemble and the implementation of a targeted mix of measures with the aim of marketing and positive image building.
With the name FRIEDA, acre relied on the identification of potential users with their hometown. The target was to develop an authentic brand that conveys the advantages of a small, green, livable neighborhood, which offers a wide variety of apartment sizes ranging from ... to ... sqm and thereby attracts heterogeneous target groups, largely coming from Friedberg or the nearby surrounding. The price structure of the condominiums required the strategic positioning and design of the brand appearance to keep a distance from the luxury segment, at the same time the value and the new qualities of the project should be communicated.
FRIEDA's appearance includes a responsive marketing website, the development of an appealing image concept, floor plans and a brochure. The distinctive FRIEDA house logo combines the initial letter F with the simplified outline of a simple residential house. For the cover of the brochure, signet and claim were largely embossed in white on the sandcoloured Colourplan paper to cite the facade colors of the architecture. The offset printing on 100% recycled paper ensured naturalness, pleasant understatement and ecofriendliness in the print product.