The residential tower SOLID Home is being built in the up-and-coming Europaviertel in Frankfurt/Main with high-quality condominiums, which deliberately set themselves apart from the luxury segment. The name conveys the brand promise of reliability and a feeling of security. Fragments of architectural and interior design details, patterns and colours form graphic collages, which, coupled with selected quotes of “fathers” of modernism, shape a brand identity that presents SOLID Home as a sophisticated property of timeless value.
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- Type of project
- Residential tower
- Location
- Frankfurt/Main Europaviertel
- Client
- Bauwerk Capital
- Discipline
- Strategy, positioning, naming, branding, imagery, supervision of rendering process, teaser and brochure, marketing folder, floor plan layouts, construction site branding, press and public relations, advertising concept, out of home advertising, virtual panorama tour with app, event concept, event management
„The details are not the details. They make the design.“
All marketing documents – brochure, floor plans and leaflets – are collected in a high-quality overflap portfolio, which is specially tailored to the project. The print materials offer a deeper insight into the building architecture as well as additional options in terms of interior design, kitchen design and mobility. Floor plans of the respective flats complete the marketing package.
Public relations and advertising campaign
A virtual tour of the building was developed in close cooperation with Berlin based rendering studio Eve Images. This tour served as a prelude to a media event that focused on the co-operation with provider and manufacturer of the “Schwalbe” e-scooter.
To maximise impact, a multi-platform advertising campaign was launched, including adverts in a wide range of print and out-of-home media. To back up the advertising campaign, acre launched a number of advertorials discussing topics such as urban and contemporary living schemes.