Coming up with a compelling hook for a new condo development can be challenging. This is especially true in Vancouver, one of the noisiest, most competitive new home markets in the world. Everyone talks about the price of property here. People visit sales centres almost like a weekend hobby. There are blogs galore on the industry – and people actually read them. There are many reasons for this obsession, but the fact remains: this city is like an accelerated real estate super-ecosystem.
Intracorp is a solid developer in this environment, well known for quality projects and sophisticated design. So when we had the opportunity to work with them on River Park Place, a new three-phase development, out by the Olympic Oval in Richmond (an emerging hotspot), we were really excited.
For starters, there was an actual idea behind this development (how about that?). Intracorp assembled a home amenity package that delivered all the elements of the suburban family home –gardens, basketball courts, music rooms, family gathering halls – all smartly designed into a dense, urban-style home model.
They called it the Whole Home Concept. It was a strong idea, one around which we could build a solid creative campaign.
The Richmond buyer is very drawn to the concept of luxury. So we distilled all the strengths of the project – the Whole Home amenities, the sophisticated building, the emerging, accessible location – into a single, powerful catch-phrase: The New Luxury. It was all about a luxury that was within reach, in a whole new offering.
We then articulated that concept into a magnetic, absorbing brand – a brand that expressed both the vibrant newness of this experience, and the refined luxury of the River Park Place life. It was a concept, a feeling, that people could get behind and own for themselves.
It hit a chord right away. We all knew we were onto something.
“We distilled all the strengths of the project into a single, powerful catch-phrase: The New Luxury.”
The River Park Place identity struck a fine balance. It was a high-level brand that encompassed the warmth of West Coast living, in an affordable offering. The identity was vibrant enough to attract attention in this noisy Richmond market. It was clear and fresh, just like the riverfront. But it was also very calming, communicating a very special kind of luxury, only just now emerging to the marketplace.
The identity was also exceptionally simple and elegant. This meant that we could articulate the brand onto an almost infinite ecosystem of applications – practically inventing new touchpoints throughout the campaign to express the depth of the brand.
The website was a clean extension of the brand. Tailored invites, iPad covers, and other elements for realtors made for personalized, inventive branded touchpoints. This engendered respect for the project in the realtor community.
Even though this development was all about a quiet sense of luxury, the ad campaign was still very tactical, with many messages to impart. We struck a balance between white space, imagery, and messaging, in a hierarchy that expressed key assets in an atmosphere of fresh opportunity and value.
This development is just steps from an endless riverfront bluff. This quiet freshness is such a key part of the story of
this development. We sent a camera into the sky to capture the story, and rendered it out in a soaring flyover video.
It all boils down, in this industry, to the sales centre. After all, that’s where everything else leads. The experience within the centre needs to be tightly dialed. River Park Place’s sales centre expressed the concept of luxury, inside and out, with every detail considered. An exquisite laser-cut perforated pattern on the backlit LED wall in the lobby set the tone. Inside, it was all about fine accents and open flow, without overly complex pathing. All to close the deal.
Kudos to Insight Design on a truly inspired sales centre.