The presentation from the annual conference Marketing in Real Estate Dynamic Marketing 2015: “From development to management” organized by PROESTATE, “The Russian Guild of Property Managers and Developers”. The conference was aimed at top-managers of marketing departments, PR specialists, sales managers, working in the sphere of development and real estate (residential, commercial, suburban).The event took place on 27-28 November at the Art-Centre Exposed.

1. The Art of Place
Branding
Creating Places where
people want to be
- Achieving successful destination
brands for living, work, rest & play
November 2014

2. The Art of Place Making -
Creating Places Where People Want To Be
Achieving successful destinations for living, work, rest and play.
This presentation is intended for those interested in latest trends and for professionals facing the challenges in the effective branding,
marketing and design of real estate. It focuses on residential placemaking, offices and workplaces, shopping and business centres.
Following a brief comment about nation branding, I use London as an example of city branding. I then review the city’s historical
context and give examples of latest residential developments in terms of their branding and marketing strategies. How different
districts and neighbourhoods are engaging their residents and visitors are included.
The challenges of changing consumer audience needs and aspirations, the internet empowered consumer and the implications of
social media are discussed.
Latest office, business centre and workplace design trends are reviewed. Recent Moscow case study examples are included - Oasis,
Algorithm and Integral business centres, Group M workplace concepts together with an HSBC international initiative which aims at
creating effectively branded environments to engage and motivate the users across their offices worldwide.
Shopping centres, as destination brands, increasingly rely on social media as a key marketing strategy and must ensure they can
deliver a wide range of visit experiences. Examples of social media are included. Latest UK and Moscow centres are shown to
illustrate effective brand development, marketing and design. Oz, Kaleidoscope, Smolenskiy Passage, Festival and Riviera shopping
centre concept examples demonstrate destination brand development approaches for new and existing centres.
The final section will refer directly to the challenges in the Russian market in creating new residential communities. The majority of
new housing developments seen around Moscow, for example, generally lack any attempt to achieve a successful place brand and a
positive sense of identity. I provide some thoughts in the form of a checklist for developers and architects involved in the design and
management of successful residential development.
The spaces between buildings and their planning and design treatment are a critical component in creating places and spaces where
people want to be. Extracts from work by SCG London on a concept for Meshcherskiy Park, Moscow, demonstrate how a unique
sense of place can be achieved.
The example of Rublevo-Arkhangelskoe, the development of a mini city near to Moscow for 40,000 residents shows some key
principles in defining and creating an effectively differentiated place branding communications strategy and concept.

3. Creating Places where people want to be
Place Branding... nations...cities...
Audiences
London Real Estate Marketing Challenge
Offices and Business Centres
Shopping Centres
Creating Communities

4. Who we are...
Ť

5. .-.-đŤ'.Ť#Ť1#ĎĎĎ
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and design consultancy
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real estate and corporate sectors
M.Video Maintaining leading
brand status
Over the past 5 years, we have worked
with M.video on many different
aspects of their brand
Projects include retail concept development
and external and internal
image/communications
Detailed brand audit and research analysis
Various strategic and creative projects
with different departments, including senior
management, marketing and HR
Brand identity, sub branding, advertising,
brand culture, marketing and communications.
Comprehensive manual documenting defining
the use and application of the brand across all
key channels and relevant media.

6. Ť

7. .-.-đŤ'.Ť#Ť.1*Ť.1ĎĎĎŤ
Example 1: The latin logotype in horizontal format reversed white-out of background colour
Example 2: The latin logotype in horizontal format within the exclusion area (freespace)
Yeni GLOBEX BANK logosu
Eski GLOBEX BANK logosu

8. What we do - Real estate
23/04/2008 19:10:24
49
Galactica Park_Brochure_April 2008.indd 49 23/04/2008 19:10:35

9. Creating Places where people want to be
Commercial success is based on achieving positive
differentiation in a competitive market
Branding is managing your image and reputation to
create an added value perception to differentiate
…. a place, venue, product, offer, service and people

10. Place branding
Creating Places Where People Want To Be:
Nation...Region...City...District...Address...Centre...Workplace...Home

11. Nation Branding Audience Challenge :
Engaging diverse international and local audiences
Commercial... political... social... stake holders...
vested interests... individuals...

12. City branding
Competition for attention and preference in a globalised world
Enhanced status - a destination - a place where people want to
live, work and visit
Challenge:
Destination brand management
Differentiation Coherence Clarity of image
Meeting expectations of different target groups:
international tourists, residents,
and potential investors

13. City branding

14. London... brand perceptions
A megacity that defies simple definition
”When a man is tired of
London, he is tired of life;
for there is in London all
that life can afford.”
Samuel Johnson
“There’s nowhere else like
London. Nothing at all,
anywhere.”
Vivienne Westwood
A worldwide hub -
“the capital of capitals”
“I’m leaving because the
weather is too good. I hate
London when it’s not raining.”
Groucho Marx
If you’re curious, London’s
an amazing place.
David Bailey
London is a roost for every
bird - a modern Babylon
Benjamin Disraeli
London has become the libel capital
of the world.
Richard Dawkins
London is a fantastic creator of jobs.
Boris Johnson
London has the greatest serious
music that you can hear any day of
the week in the world
David Attenborough

15. London...Brand Icons
Architecture
A mix of globally recognised architectural landmarks
Full of contrasts - old/modern, traditional/radical

16. London...Brand Icons
Human...Transport...Communication...Heritage
A diverse, quirky mix
Modern... innovative...reinvented...timeless...
cliched...obselete...

17. London...Brand Icons
Human...transport...communication...

18. London...Brand Attributes
History... geography. A sprawling cluster of joined up
villages contributes to its unique diversity of character
London in 1746

19. London...Brand Attributes
History... New zones - Places
1943
Social and Functional
Analysis of London

20. London...Brand Attributes
Neighbourhoods?
Many outer London
boroughs are artificially
branded neighbourhoods.
They don’t pass the “I come from...” test
- the sense of place

21. London...Brand Attributes?
The outskirts - names not places!
Outer London
Boroughs identity crisis?
Rebranding/reinventing
themselves in attempt
to differentiate and
create stronger
sense of place

22. London...Development
The Mayor’s London Plan
Regeneration Intensification Coordination

23. Audiences ...
Consumers... Citizens
Changing needs and Aspirations

24. The changing consumer
Staying Relevant!

25. Different customer generations...
...changing perceptions priorities

26. ĖŤ Tech-savvy
ĖŤ Grasp new concepts quickly
ĖŤ Enjoy change
ĖŤ Like personalisation customisation
ĖŤ Seek stimulation, get bored easily
ĖŤ Social, connected, consultative
ĖŤ Caring, motivated by their mission
ĖŤ Want to make the world a better place
ĖŤ Major influence on baby boomers
“By 2015 Millenials will be 75% of workforce
and will influence 74% of buying decisions”
- Deloitte
Key InfluenceŤ#-#13(.-

28. London Consumers...Citizens Population Drift and Diversity
Diversity of incomes, lifestyles, culture,
needs, aspirations
Capital’s population is changing not only
in its size but also in its composition,
distribution and quality of life.
Locations, concentrations and movement
of different groups constantly evolving
Upwardly mobile movement to suburbs:
ethnic group movements to outer
boroughs, suburbs and towns; young
people moving into inner diverse areas...
Poverty rates in outer london have risen,
in inner London they have fallen

29. London Real Estate
Marketing Challenges
Creating visions
Projecting a lifestyle
Selling a sense of place ….

30. Real Estate Marketing - London Property Mania

31. Property TV Shows “Media Property Porn”

32. Real Estate Marketing - London Property Media

33. Previous buildings
Creating A Vision
Replacing post-war buildings

34. Selling Design... Lifestyle
Architectural Branding
Aligning architecture and brand together

35. Place Branding -
Creating a traditional sense of place. ”New heritage”
Our intention is that the idea behind Royal Wharf is groundbreaking, rather than any particular building. While much development along the Thames has tended to be somewhat skin
deep, our plans for Royal Wharf go much further: it’s not that a river runs through it, but a high street, and off the high street, side streets, with the occasional mews. If this sounds famil-iar,
it’s because we’ve taken our inspiration from the way London developed historically, providing the growing population, especially families, with a rich mixture of buildings, with many
different functions, but with an organic rather than a planned feel. Our ambition is that Royal Wharf will come to be seen as a model development for future urban regeneration.

36. Place Branding - “More London”
Creating a totally new sense of place

37. Place Branding - “More London”
Creating new city spaces

38. Place Branding - Using location geography

39. London’s highest residential apart-ments.
Rising 500ft above a global
financial district: a view that few will
share and a heightened sense of being
even less will experience. Look down
on one of the world’s most power-ful
business centres. Look across the
whole of London. Look up to no one.
Place Branding - Aspirational messages

40. Place Branding - Art and Architecture
The Greenwich Peninsular Marketing Hub Art Gallery
Conceived as part of the on-going regeneration of Greenwich
Peninsula, NOW Gallery will sit within the hub as a free,
permanent public art space. Its exhibitions will show for three
months each, featuring commissions from well-known and
upcoming artists and designers.

41. Community Branding - For “OWLS”
Creating a sense of place and involvement A Housing Association that has become a £300
ORDINARY WORKING LONDONERS
million housing company bringing together,
with partners, a £1 billion regeneration project
on an area of land the same size as the Olympic
Site and almost opposite it. The HARCA are a
registered social landlord owning and managing
around 8490 homes in East London.

42. Offices... Business Centres
The changing workplace
- new market dynamics
- employer brand challenge

43. Building Brands... Multi Level Public Porosity... Mixed Occupancy
The Shard ‘Cheesegrater’ ‘Walkie talkie’
“Vertical City” “Sky Garden”

44. Offices come in all shapes and sizes!
- ‘Life is work, work is life’

45. Offices #6Ť1-!'Ť.-!#/32
come in all shapes and sizes!
- Work, rest, play
lounges... hubs... mini branches... financial spas... cafes... chill out zones... community centres... play
areas... supermodern... high fashion... retro... traditional... relaxing... stimulating... styled like shops...
homes... conservatories... airports... nightclubs... libraries... boutiques...

46. The Consumer Driven Office
A new office consumer… TMT sector
New occupiers… young millenials
‘Studios’ not offices
Blurring of work and play work is life…life is work
- Want funky locations…place that has buzz…
squares, parks, restaurants, retail, hang-outs
- Want authenticity…character…history
- Want facilities…cycles and showers…
- Want ‘value’ – flexible space, contract options,
lower ‘different’ specifications

47. The Consumer Driven Office - Tea Building London
The New ‘A’ Class
Images courtesy of Derwent London

48. Business Centre Brands - Creating Tenant Communities
Algorithm
Business Centre
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque
penatibus et magnis

49. Business Centre Brands - Creating Tenant Communities
Oasis
Business Centre
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque
penatibus et magnis

50. Business Centre Brands - Creating Tenant Communities
Integral, Moscow
Integral
Office workplace
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean
commodo ligula eget dolor. Aenean massa. Cum sociis natoque
penatibus et magnis

51. Group M - Differentiated Worlds
Group M - Differentiated “Worlds”
• Group M
• MEC
• Maxus
• Mindshare
• Mediacom
5 levels... 9,500 sq metres
“Legenda Tsvetnogo” Business Centre, Moscow

52. GGrroouupp MM - -D iffKHeHGreTGnPtiVaKCtVeGdF M/oQsUcEoQwY ACgIeGnPcEy[ WYQorTMkRpNlCaEcGeUs

53. GBBreeoffuooprr eMe a - n A Bdfe tafeofrrtee arn..d. aBftrear.n..d engagement

55. 15 2800
15 2800
4.1G
4.2G
4.3G
4.4G
4.45G
4.45G
4.3G
4.5G
4.6G
4.8G
4.7G
4.9G
4.10G
4.1G 4.1G
4.11G
4.12G
4.13G
4.15G
4.21G
4.27G
4.27G
4.33G
4.34G
4.20G
4.25G 4.24G
4.26G
4.26G
4.29G
4.30G
4.39G 4.41G
4.32G 4.31G
4.37G
4.35G
4.38G
4.42G
4.43G
4.44G
4.40G
4.36G
4.28G
4.21G
4.21G
4.22G
4.23G
4.16G
4.17G 4.16G
4.19G
4.19G
4.18G
4.14G

56. New Values... New Environments
HSBC

57. HSBC Ť
- New values - new environment
· Branded oce workplaces
· To engage... to motivate...
· 750 oces in 87 countries
· Strategic global graphics concept
to reflect values and attributes:
open, dependable, connected
· A unified look and feel adapted to
suit market and cultural mindsets
· For head and general oces, data
centres, call centres
New values – new environment

58. HSBCŤ - New values - new environment

59. Shopping Centres
Where people want to be... again and again

60. Shopping centres are destination brands
Shopping centres are destination brands
Brand Equity = Image and Reputation = Capital Value
Your brand is an asset... that needs to nurtured and managed
The Challenge:
To achieve a synergy of branding,marketing and visitor experience
Positive Differentation... Delivering the Promise... Optimising Resources

61. Social Media Challenge
“A brand is the sum of all
conversations happening around
the brand”

62. ‘Traditional’ media - ‘push’ marketing
TV, radio, billboard, newspaper and magazine advertising, direct mail,
brochures and leaflets
Problems:
Expensive
High external costs - ad creation, media buying, printing etc
One way process - passive consumers
Outward bound only
Difficult to track results

63. ‘Talking at’ consumers, not interactive
“Half the money I spend on advertising
is wasted; the trouble is I don’t know
which half.” John Wanamaker (1838 - 1922)
US Departments Stores owner ‘Father of Advertising’
‘Traditional’ marketing
MESSAGES AWARENESS INTEREST DESIRE ACTION

64. ‘New’ media - interactive marketing
Traditional channels are no longer the primary marketing media
They often act as an awareness enhancement tool for online marketing
Traditional Media Online Media
Focused Messages Centre
Brand
Blogging Social bookmarks
Photosharing
Forums
Social networking Video campaigns
Push Pull

65. #WINTERWONDERFUL
Turning Followers, L ikers and Instagrammers into shoppers

66. OUR POSTS
THESE ARE S OME OF OUR MO ST POPUL AR POSTS, WITH THE RESUL TS SHOWN BELOW
Metquarter Liverpool shared a link.
10 December 2013
Win £300 to spend at HUGO BOSS with
today’s WinterWonderful. Simply like
Metquarter Liverpool and share for your
chance to win!
Metquarter Liverpool shared a link.
18 December 2013
Every girl deserves a bit of sparkle in their
lives and this Links of London stardust
bracelet will give you exactly that! Like
Metquarter Liverpool and share this pic
for your chance to win today’s glittering
#WinterWonderful prize! The question for
the winner is, will you keep it for yourself
or give the most beautiful gift to your
loved one? Decisions decisions!
Metquarter Liverpool shared a link.
19 December 2013
Your make up bags are filled with your
favourite make up products, but do
you have the right tools of the trade?
Win a 9 piece MAC make up brush set
and handy pouch worth over £200
courtesy of today’s #WinterWonderful!
You know the drill by now…like
Metquarter Liverpool share this pic
for your chance to win!
1,128 321 2,218 900 443 1,409 652
108,224 61,396 112,384
1456 2,642
Likes Comments Shares Facebook Reach

67. FACEBOOK AD – P ROMOTING THE COMPETITION
WE CREATED A FACEBOOK
ADVERT THAT WOULD
APPEAR I N P EOPLE’S N EWS
FEEDS THROUGHOUT
THE DURATION OF TH E
CAMPAIGN.
THIS WAS TARGETED
TO MALES AND F EMALES
LIVING WITHIN 50KM OF
LIVERPOOL AGED 1 8 AND
ABOVE.

68. RESULTS
+96%
857,988
22,693
+121%
+23%
+94%
LIKES INCREASED
TOTAL REACH
TOTAL SHARES
FOLLOWERS INCREASED
FOLLOWERS INCREASED
INCREASE IN TOTAL
SOCIAL M EDIA FOLLOWERS =

69. INCREASE IN YEAR-ON-YEAR D ECEMBER SALES
+35%
+4%
+94%
+2%
+10%
MQ
FLOWERS
+9%
+4%
+9% +29%

70. Strategic marketing • ‘Pulse’ with original content promoting tenant
Westfield, London
Building Authority
Recently launched:
• Downloadable recipe book
• Fashion blog
brands + links to related social media

71. Strategic brand positioning
Esentai Mall, Almaty, Kazakhstan
Keeping the brand fresh
Website plays key role in ongoing
promotion of image, information,
tenant brands, events etc

72. Delivering the promise
OZ - ‘Name power’
Kaleidoscope - ‘Local hub’
Smolenskiy Passage - ‘Reconception’
Festival - ‘Update’
Riviera - ‘Recycling’

73. Creating places where people want to be...
OZ - ‘Name Power’

74. OZ - ‘Name power’

75. July 2006 © SCG LONDON
“The brand that makes people smile”

76. OZ - ‘Name power’

77. OZ - ‘Name power’

78. OZ - ‘Name power’ - Unique, adaptable, memorable
MEET SANTA at OZ
MEET SANTA at OZ
EASTER at OZ
www.oz-centre.ru
14

79. 
MEET SANTA at OZ
MEET SANTA at OZ
www.oz-centre.ru
.

80. OZ.
CHILDRENS EVENT
www.oz-centre.ru
MEET SANTA at OZ
EASTER at OZ
www.oz-centre.ru
EASTER at OZ
www.oz-centre.ru
www.oz-centre.ru
www.oz-centre.ru
www.oz-centre.ru
www.oz-centre.ru
www.oz-centre.ru www.oz-centre.ru
FASHION • CINEMAS • RESTUARANTS • LIVE ENTERTAINMENT
www.oz-centre.ru

81. AIM PD !#$% '()*+,)) - )(-*).)/!)0 B
!#, $% %' ($#)* +,- .,'/0 +,- 64(7 +,- 3#%345! +,- +#%#1 +,- 2+'
+,- .,'/0
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+,- 64(7
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+,- 64(7 +,- 3#%345!
+,- +#%#1 +,- 2+'
AIM PD : 572 : 3.0.1 : CUSTOMER MINDSETS - IDENTITY B AUGUST 2006 © SCG LONDON

82. Creating places where people want to be...
Kaleidoscope - ‘Local Hub’

83. Delivering the promise - The Kaleidoscope Experience

84. “Exceptional place brand experience”

85. A vision to turn a sterile site into a first choice place to be...
Before we started...

86. The vision realised...

87. The final logo and message “Always Different, Always Yours”

88. Creating a community destination hub
Обзор местности
Site Overview
Kaleidoscope, December 2008 5
Центральный тотем
Вход в метро
Рекламный тотем
Пространство для проведения
мероприятий

89. bus stops
stage
seating
raised viewing
levels
tenant totem
01
tenant totem
retail units
metro
SCG LONDON
8 Plato Place
72-74 St Dionis Road
London SW6 4TU
t +44 (0) 20 7371 7522
www.scglondon.com
NOTE: DRAWING PROVIDED
FOR INFORMATION ONLY
Client: Status: INFORMATION
AND
KALEIDESCOPE
SITE LAYOUT PLAN
Contract:
Drawing:
Drawn by: Authorised by: Project No:
01
01
For information only
Dimensions to be verified on site
All measurements are in millimeters
Notes:-
01
This drawing is the copyright of SCG London. Specification:-
Figured dimensions to be taken in preference to those scaled. All
dimensions to be checked on site before any work proceeds. The
contractor is to provide full size setting out drawings based on the
information contained in this drawing for the designers approval
prior to commencing manufacture. The drawing is issued on the
condition that it is not reproduced, retained or disclosed to any
unauthourised person either wholly or in part without the consent in
writing of
A3=1:500
RRH RRH
Date: Drawing No: Scale: Print size: A3 Issue: Revision Comment Date Auth. Revision Comment Date Auth.
17-02-09 548 A0-01
548
A5-03
A5-05
A5-02
01
A5-02
A5-01
INFO
A
EntranceTo the shops
Creating effective zoning
Pay StaEtnitorannce
Please Pay Here.
Car Park Tarif:
upto 2 hours Free.-
2-3 hours 75.-
3-4 hours 150.-
4-6 hours 500.-
6+ hours 750.-
Please pay for parking
at Pay Stations before
exiting the Centre
ELEVATED SECTION A-A
A
Plan Legend - Car Park Level 2 A
B B
Thank You.
Principles
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
C
ZONE
C
ZONE
C
-
-
Длинная Секция
Long Section
ELEVATED SECTION A-A
Plan Legend - Car Park Level 1 A
B B
A
Plan Legend - Car Park Level 2 A
B B
Парковка
Car Park Section, Plan and Entrance Principles
Kaleidoscope, December 2008 12

90. Distinctive architecture - local landmark

91. Marketing channels synergy

92. Website
Homepage
Website
Content pages
Kaleidoscope project overview Kaleidoscope project overview 42
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Marketing channels synergy

93. Distinctive advertising image
Environmental promotion
Advertising kiosk
Kaleidoscope project overview 56
Kaleidoscope project overview 36
Promotional - seasonal campaigns
Autumn
осенние открытия
в Калейдоскопе
Promotional - seasonal campaigns
Winter
Kaleidoscope project overview 53

94. € ‚
:
The family
S
Bowling club

­
Kaleidoscope project overview 69


Bowling club

­
!

95. ?
«
».
Memorable characters

96. Memorable interiors

97. Dynamic easy circulation

98. Simple effective navigation

99. Creating places where people want to be...
Smolenskiy Passage - ‘Reconception’

100. Reconceiving a centre - making it relevant
Image and profile - marketing events and activities
Venue environment - Step by step phased investment
- Communication, signage, graphics
- Decor upgrades - lighting, materials, finishes
- Remodelling, extensions
Tenants and facilities mix
- appropriate brand profiles, zoning and adjacencies
Management culture
- the best people and services

101. Smolenskiy Passage Reconception
2009
2009
Challenge - Phased upgrading of a
known city centre venue. Re-planning
Challenge - Phased upgrading
of a well known city centre
venue. Replanning tenant space
to ‘open up’ complex vertical mall
tenant space to ‘open up’
complex vertical mall
Strategy - Creating a premium
destination for a two stage
development programme - phased
Strategy - Creating a
premium destination for
a two stage development
programme - phased identity,
communications, environments.
identity, communications,
environments

102. Smolenskiy Passage - Dull, Cluttered and Confused
The ‘Before’
June 2009

103. Smolenskiy Passage - Build on the name
Smolenskiy Passage reflects and communicates the special history and traditions
represented in the name.

104. Smolenskiy Passage - Brand Message

105. Smolenskiy Passage - Media touchpoints

106. Smolenskiy Passage - First Impressions

107. Smolenskiy Passage - Entrance Piazza
ПИАЦЦА
‘A vibrant city space –
always something happening’

108. Smolenskiy Passage - New Planning
First floor plan option A
not to scale
Key
1 SCP banquette seating
2 Champagne bar with moveable screen
3 Champagne bar table seating with moveable screen
4 Info reception
5 Advertising
6 Graphic wall treatment
7 ATM
8 Parking ticket machine
9
10 Secondary promotion
11 Segis bench
12 Toilet wall graphic
13 Floor standing lamp
14 Big event / exhibition
SPW - 5001 Main totem directory
SPW - 5002 Freestanding - floor directory
SPW - 5003 Wall mounted - floor directory
SPW - 5004 Ceiling sign 1500x300 - directional
SPW - 5005 Wall/column 400x300 sign - directional
SPW - 5006 Wall / column 200x200 sign - directional
SPW - 5010 Info lectern
SPW - 5011 Business directory
Note
All furniture elements (including champagne bar) to be
moveable to allow for special events, i.e. fashion show
WC cube
Info lectern
SPW - 5010
SPW - 5004
8
SPW - 5004
SPW - 5004
SPW - 5011
SPW - 5001
SPW - 5001
13
SPW - 5005
door info stickers to
toilet doors
SPW - 5006
1
1
5
2
14
3
7
4
11
12
6
1
5 5 5
10
10
10
10
10
10

109. Smolenskiy Passage - Activity Zones
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
+16.800
+16.800
+12.600
+8.400
+16.950
+15.700
+12.600
+21.450
3
4
0.000 0.000 0.000 0.000
+2.100
+17.300
+14.200
+8.000
+4.900
+1.800
-2.100
-2.750
+11.100
+4.200
+6.300
+8.400
+10.500
+12.600
+4.200 +4.200 +4.200
+20.400
+12.600
+8.400 +8.400
-4.950
+21.150
1600
+4.200
Piazza
‘a vibrant city space – always something happening’
Mezzanine
‘fashionable place to take a break’
Terrace
‘a special place to eat, drink and socialise’
Fashion Studio
‘Moscow’s premier designer collection’
1
2
3
4
2
1
4
3

110. Smolenskiy Passage - Brand Touchpoints
.

111. ,
10
,
.
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15
3
21
14-13

112. 404 EC
402 EC
Pantone CMYK
476 EC
C 30
M 72
Y 74
K 84
C 20
M 25
Y 29
K 61
C 13
M 17
Y 20
K 36
397 EC
C 14
M 2
Y 100
K 16
1100mm
30
720mm
700mm
1200mm
15
3
Basement Level 1 Level 2 Level 3 Level 4
1
2
4 3
5
6
7
14
1 2
4
5
7
11 10 9 8
12
13
16
17
18
19
20 21 22
23
25 24 6
26
27
14
1 2
4
5
7
11 10 9 8
12
13
16
17
18
19
20 21 22
23
25 24 6
26
27
1
2 - 4
5
6
7
8
9
15 16 - 18
19 20
22
11 10
12
23
24
25 26 -28
29
1 2 3
4
5
6
7
8
Info lectern directories
Note : All dimensions and details should be crossed
referenced and checked with technical drawings supplied
to contractors. All details should be confirmed with the
client prior to installation..
Info Lectern SPW - 5010

113. Creating places where people want to be...
Festival - ‘Update’

114. Festival - Concept Reconception
2005 - Challenge
Creating a mass market city center
‘for the family’. - differentiating
from 70 other centres in Moscow.
Transforming a mediocre building
development in progress to an
international standart retail venue.
SCG London Page 37
2012 2011-2012
Refreshing
existing brand
concept
up-to-date.
2005 - Challenge
Creating a mass market city center ‘for the
family’. - differentiating from 70 other centres
in Moscow. Transforming a mediocre building
development in progress to an international
standard retail venue.
2011-2012
Refreshing
existing brand
concept
up-to-date.
Festival - Concept Reconception

115. Festival, Moscow
Festival - Inspiring Name
The Identity
SCG London Page 38
- Inspiring Name

116. Festival - Day ADnda Nyi gahnt Idm pnaicgt ht impact
SCG London Page 39
- Day and Night Impact

117. Festival Refreshment 2012
Seasonal Freshness
SCG London Page 40
‘Update’
Refreshment 2012
Seasonal Freshness

118. Festival
Real Estate: Festival: Shopping centre Real Estate – Festival
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
SCG London Page 42
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119. Festival
Festival, Moscow 2005
Marketing Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing Festival, Moscow 2005
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Marketing

120. Festival - Graphic Impact
Stores Products
Seasonal
theme
Spring at
festival
Home Offers News Tickets Games Contact
SCG London Page 41
Spring
+read more
Store
Search
Home Offers News Tickets Contact
- Graphic Impact

121. Festival - Service Impact / Stylish Comfort
SCG London Page 42

122. Festival - New Food Experiences
SCG London Page 43

123. Creating places where people want to be...
Riviera - ‘Recycling’

124. Riviera New Moscow destination
1
-

125. : VI 2015
Shopping Entertainment Center
Opening: Q4 2015
Centre
Карта метро
Underground map
«Ривер Молл» имеет и транспортную доступность расположение сделает шоппинга и проведения многих других транспортных как: улица Велозаводская, Варшавское шоссе и прочие.
ТРЦ «Ривер Молл» находится станциями метро: Автозаводская совместный дневной поток более 130 тыс. человек. будут курсировать автобусы Непосредственно перед размещаются две остановки транспорта, где останавливаются автобусов и 4 маршрута Параллельно с реконструкцией территории ЗИЛа намечен станции метро Технопарк а также планируется строительство пересадочного узла Московской железной дороги. Оба пешеходной доступности Выгодное
ТРЦ
-
6 месторасположение
и отличная транспортная
доступность
Beneficial location and excellent
transport accessibility

126. Riviera Transformation challenge
Concrete fortress... Regeneration catalyst

127. Riviera
Creating a special sense of place
Optimising the unique river front

128. Riviera
Creating a vision

129. Brand Guidelines
Riviera - Brand guidelines 1

130. 1. The brand
A unique venue
Riviera is special.
There’s nowhere else like
it in Moscow.
Riviera is for... shopping, fashion, food, ideas, experiences,
leisure, events, entertainment, culture, socialising…
A unique venue… for everyone and for all occasions
Riviera - Brand guidelines 5

131. 1. The brand
is... A unique venue
A place for everday shopping
Riviera - Brand guidelines 6

132. 1. The brand
is... A unique venue
A premier fashion destination
Riviera - Brand guidelines 7

133. 1. The brand
is... A unique venue
An inspiring place to be
Riviera - Brand guidelines 8

134. is...
A bustling destination
1. The brand
A unique venue
Riviera - Brand guidelines 9

135. A sense of freedom
1. The brand
is... A unique venue
Riviera - Brand guidelines 10

136. 1. The brand
is... A unique venue
A place for friends and family
Riviera - Brand guidelines 11

137. 1. The brand
is... A unique venue
A place for celebration
Riviera - Brand guidelines 12

138. Our values
We create
Looking at things differently; imagining ideas and possibilities
We achieve
Aiming high; planning for success
We engage
Opening up opportunities; building loyalty; working collaboratively
We stimulate
Exceeding expectations; creating surprise, delight and interaction
We deliver
Acting with integrity, reliability and accountability
1. The brand
Vision values
Riviera - Brand guidelines 14

139. Creating communities
Russian market challenge
Meshcherskiy Park
‘Creating spaces as places’
Rublevo - Arkhangelskoe
Putting on the map
Creating a sense of place and community

140. Russian market challenge
Creating communities not “housing”

141. Russian market challenge
Economic climate

142. Russian market challenge
Creating Communities not ‘ Housing ‘
Successful Placemaking is all about People...
the Consumers!
Challenge :
Creating a sense of place where people feel they belong …
where they want to stay … a community they want to engage with
Developers need to create the ‘ hardware ‘ -
the physical design and attributes of the location, architecture, spaces,
infrastructure and facilities that will be a catalyst for activating the ‘
software ‘ -
the people, experiences and activities that will define and create
an exceptional local culture and sense of identity

143. Russian market challenge
Creating a Sustainable Community ….. A Successful Place Brand
Checklist Criteria
Local Identity
…. Creating a sense of place … narrative …naming / icons - district,
streets, buildings ..…signage …. communications...
Distinctive Character
….Sense of uniqueness…design personality - architecture, site,
landscape and feature treatments
Adaptable Public Spaces
…Multi functional … accessible … focal points… human scale ….
People Friendly Circulation
…Priorities for pedestrians… cyclists… walkable …safe… ‘ streets ‘ not
roads…footpaths…

144. Russian market challenge
Creating a Sustainable Community ….. A Successful Place Brand
Checklist Criteria Cont...
Safety and Security
…Natural surveillance …interesting populated spaces ….
Local Facilities
…. For all ages and interests …. social life ….health….education…
Resident Integration
….Mix of social groups … activities …sports …shopping … clubs…
Proactive Local Management
…Community residents and business involved and engaged …
Wellbeing and Happiness
… Neighbour interaction …social events…activities … day to day
contacts...

145. Russian market challenge
Creating a Sustainable Community ….. A Successful Place
Creating Spaces as ‘ Places’
Optimising the spaces between buildings to …
• enhance the visitor … resident experience
• encourage positiive interaction of
people … activities …nature … landscape … facilities…. features
• to give pleasure … recreation … a sense of well being

146. Meshcherskiy Park - Creating a sense of place
Odinzovo, Russia
1235 C Orange
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
021 C
485 C Home The Park Sport Nature Contact Search
Summer
Starts
Here...
RAL 1003 RAL 2008 RAL 3020 POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
Lorem
NATURE TRAIL
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
NATURE TRAIL
NATURE TRAIL
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
FOREST AREA TOILETS SKIING
PICNIC AREA HORSE RIDING
FOREST AREA TOILETS SKIING
PICNIC AREA HORSE RIDING
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
NATURE TRAIL
NATURE TRAIL
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
POND AREA CYCLING TRAIL PLAYGROUND BALL GAMES
summeta
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Программы целевого кредитования
Москоммерцбанка – удобный и доступный
способ придать новый импульс развитию
вашего бизнеса. Целевое кредитование
может быть предоставлено в виде займа
или в форме лизингового финансирования.
FOREST AREA TOILETS SKIING
Lorem
summeta
et iusto
PICNIC AREA HORSE RIDING
FOREST AREA TOILETS SKIING
PICNIC AREA HORSE RIDING
NATURE TRAIL
FOREST AREA TOILETS SKIING
PICNIC AREA HORSE RIDING
NATURE TRAIL
FOREST AREA TOILETS SKIING
PICNIC AREA HORSE RIDING
NATURE TRAIL
FOREST AREA TOILETS SKIING
PICNIC AREA HORSE RIDING
FOREST AREA TOILETS SKIING
PICNIC AREA HORSE RIDING
Lorem
summeta
et iusto
Программы целевого кредитования
Москоммерцбанка – удобный и доступный
способ придать новый импульс развитию
вашего бизнеса. Целевое кредитование
может быть предоставлено в виде займа
или в форме лизингового финансирования.
Lorem
summeta
et iusto
Программы целевого
кредитования
Москоммерцбанка –
удобный и доступный
485 C Orange
1235 C 021 C
1800MM
1700MM
1600MM
1400MM
1200MM
1000MM
750MM
500MM
1800MM
1700MM
1600MM
1400MM
1200MM
1000MM
750MM
500MM
ЧАСЫ РАБОТЫ
Monday 9.30am – 8.00pm
Tuesday 9.30am – 8.00pm
Wednesday 9.30am – 8.00pm
Thursday 9.30am – 8.00pm
Friday 9.30am – 8.00pm
Saturday 9.00am – 8.00pm
Sunday 11.00am – 5.00pm
Good Friday 10.00am – 6.00pm
Easter Sunday CLOSED
Bank Holidays 10.00am – 6.00pm
Disclaimer Park Regulations Wbsite Policy Home Whats on Tourists Press Business About Us Details Home
Branding

147. Strategic Development
Skolkova Park Page 6
Brand Messages
Life’s simple pleasures
Our natural heritage
Nature for everyone
Enjoyment for all
Brand Personality
Brand
Positioning
Statement:
Brand Attributes
A very special place
Brand Promise
The essence of the brand and the benefits pledged to the visitor
The countryside on your doorstep
Tangible features that visitors experience.
How the brand promise is delivered.
Natural woodland
Enhanced landscapes
Open air recreation
Sports and leisure activities
Entertainment and relaxation
The human characteristics that the brand expresses.
The emotional connection between the visitor the brand.
Accessible, open, welcoming
Friendly, sociable
Responsive to different moods
Diverse, interesting, exciting
Brand Platform

148. Opportunity Examples - Architecture
Wooden structure blends in environment
Wood structure viewing platform
Skolkova Park Page 17
Unintrusive covering
Observation structures/shelters
Observation structures/shelters
Large scale structures for cafes
Modern Viewing tower
Pods
Small huts or tree houses
Modern Cafe
Imaginative architectural structures can
enhance the environment and make
the park a distinctive, memorable place.

149. Using twigs from the woodland
Winter ice sculpture
Skolkova Park Page 18
Wooden tree sculptures
Using branches
Winter ice sculpture
Character painted logs
Rock Sculptures create impact
Colour painted logs
Large interactive sculpture
Hedge figures
Opportunity Examples - Sculpture Trail (Natural)
Creating inspiring and organic sculptural
features out of the natural elements
within the park - wood, snow, ice, stone.

150. Colourful wind turbines (+sustainable energy source)
Interactive for kids With nature
Skolkova Park Page 19
Play sculptures
Interactive/playful
Small but fun
Intriguing trail
Scattered and random
Large Scale impact
Opportunity Examples - Sculpture Trail (Man-made)
Colourful and bold sculptures create
impact, enhance the environment and
can be fun

151. Surreal bench
Abstract Seating
Skolkova Park Page 20
Changing long bench
Natural Wood
Playing with scale creating fun Melting structure
Stone painted
Marble Relaxing Pod
Hanging lightweight seating
Opportunity Examples - Seating
Creating different types of environments
and atmospheres through seating –
fun, intriguing, visually exciting,
unexpected, unusual.

152. Swings
Interactive wall
Skolkova Park Page 21
Soft molds in the ground Large wooden playground
Small playground
Water features
Climbing
Figure/character playground
Opportunity Examples - Playgrounds
Playgrounds can add an important
imaginative dimension to the space. They
should fit well with their surroundings.

153. Tree top bridges
Sculpture trail – traditional,
Skolkova Park Page 22
Simple wood trail Pond walkway
Viewing platform
Rope bridge
Woodland trail
Rope bridge
Opportunity Examples - Pathways
Exploring the park can become an
adventure through different types of
feature pathways which enhance the
local topography.

154. Low maintenance stone work
Cafe garden Children’s garden
Skolkova Park Page 23
Tree Tunnel Bridge Garden
Open Beer garden
Rockery / Wildlife garden
Stone pound work
Japanese Stone garden
Opportunity Examples - Gardens
Gardens can be manicured or low
maintenance, architectural or natural,
social places or quiet retreats.

155. Opportunity Examples - Lights/Projections
Small lights wrapped around trees
Magical effects
Skolkova Park Page 24
Colour projects
Sculpture with glow lighting
Lights on ground
Lights on structures Trail lights
Lighting and projections can create
enhanced effects and a seasonal
atmosphere.

156. Fretcut signage Woodcut signage
Simple but effective
Skolkova Park Page 25
Natural rock
Hedge signage
Message on steps
Simple flags can be used for direction
Opportunity Examples - Signage (Natural)
Using old wood to create sign
Use of natural materials to create
organic feel to signage that blends
with surroundings.

157. Banner signage
Large scale for impact
Skolkova Park Page 26
Signage can be used for interesting seating
Nature info panel Information on the ground Impactful and playful
Small info ground panel Large scale signage
Signs that glow at night
Simple yet effective
Opportunity Examples - Signage
Signage can create inspiration as well
as communicate information.

158. Y`[e``ijhWjZ`wXhe[W
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159. 1
ВИДЕНИЕ
CITY BRAND / THE VISION
BRAND VISION STRATEGY 2
Freedom within security
A range of lifestyles +
work options
A vibrant community
in a beautiful place
A future proof development
Long term appeal.
A gateway to a better life
Relevance + sustainability A FIRST CHOICE
LOCATION DESTINATION
“THE FUTURE NOW”
5 KEY DEVELOPMENT PRINCIPLES
A UNIFIED VISION FOR ACTION
THE VISION
ЭЛЕМЕНТЫ
OPTIMISE KEY ELEMENTS
3
CITY BRAND / ELEMENTS
BRAND VISION STRATEGY 4
LOCATION
20 minutes from central
Moscow but a world away.
ARCHITECTURE
Fusion of contemporary,
heritage traditional values.
Memorable skyline.
LANDSCAPE
Green, fresh, natural, diverse .
Outstanding hard soft
landscaping.
WATER
Surrounded by water;
the freshest part of the
Moscow river.
Water features: fountains,
bridges, ice sculptures,
skating.
Changing character
perspectives.
Cool, fresh, calm, reflective,
inspirational/dynamic,
energetic, lively.
PLANNING
INFRASTRUCTURE
Distinct districts.
Individual character appeal
within an overall coherence.
Experience of space and quality.
ELEMENTS

160. ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
9
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION STRATEGY 10
‘The future is bright’
Glow, beam, brightness, radiance, luminous, illumination, sunny, sunlit
Natural light – day, sun, moon, stars
Light creations – light sculptures, floor lighting
Night lighting – street lamps,
Interior lighting
CITY OF LIGHT
THEMES, IMAGERY, MESSAGING
ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
THEMES, IMAGERY, MESSAGING
11
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION STRATEGY 12
'The way you want to live work’
Variety, multiplicity, mix
Different environments providing alternatives, selection, preferences
Range of lifestyles and work options
Balance between work and play
DIVERSITY +
CHOICE
‘The best of both worlds’
Close to centre, yet a world away
Accessible, convenient
Urban vibrancy/rural retreat
URBAN / RURAL
DYNAMIC

161. ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
THEMES, IMAGERY, MESSAGING
13
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION STRATEGY 14
‘New generation experience’
‘A new way of life’
Responsible, nurture, long term view, preserve, protect and conserve
Embracing latest sustainability and environmental values -
maximising natural light, materials and green technology
Environment, natural materials, greenery, water –
Community
Future Proofing
‘A Sure Future’ SUSTAINABILITY
‘An oasis of freedom’
‘In safe hands’
Safe, protected, watched over, cared for
Comfort, confidence, calm, seclusion, Privacy assured, no worries/carefree
Openness, freedom, liberty, unrestricted
Oasis, haven
Like minded community
SECURITY
ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
DESCRIPTIVE THEMES, IMAGERY, SENTENCE MESSAGING
FITS IN THIS SPACE
15
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION STRATEGY 16
‘The future now’
‘Enter into a new world’
Realisation of the dream,
Idyllic, ultimate, best
Opportunity beckons
DREAM
GATEWAY
‘A vibrant community’
Pulse, buzz
Spirituality, shared beliefs and values
Community hub/amenities, traditional core, central focus
HEART

162. СТРАТЕГИЯ БРЕНДА
17
CITY BRAND
The brand concept for the original scheme was based on the bird of paradise, drawing on the bird’s mythical status as
divine, never needing to land and coming from a terrestrial paradise – heaven on earth. The bird of paradise image was
accompanied by the name Рублево-Архангельское signifying the location. This single image identity was however limited
in scope, application and appeal. There was a need therefore to develop the identity to create a new concept to meet new
challenges and criteria.
The new identity brings together the key elements which make this a vibrant and exceptional development. It reflects the
scale and diversity of the project, signals a new management approach and communicates a modern ethos, appealing
to a range of different audiences. The distinctive use of imagery within the name initials achieves a strongly differentiated
approach that reflects the variety and complexity of the city concept.
It is a unique, memorable and contemporary mark that creates a multi-layered approach, allowing positive flexibility of
application and usage in keeping with the diversity of communication requirements.
DEVELOPER BRAND
The Developer Brand takes the unifying and dynamic graphic symbol at the heart of the City Brand as a single branding
device. A clear synergy and relationship is therefore established between the two. The Developer Brand has strength,
integrity and authority. It acts as an endorsement to the City Brand and as a corporate brand in its own right aimed at relevant
business audiences and stakeholders.
CITY DEVELOPER BRANDS / STRATEGY
CITY BRAND
BRAND VISION STRATEGY 18
NEW DEVELOPER BRAND
OLD CITY BRAND/
OLD DEVELOPER BRAND
BRAND STRATEGY
21
CITY BRAND STRATEGY
DEVELOPER BRAND CITY BRAND
CITY DEVELOPER BRANDS / THE MARKS
19 BBRRAANNDD VVIISSIIOONN SSTTRRAATTEEGGYY 2202

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МАРКЕТИНГОВЫЕ МАТЕРИАЛЫ
53
CITY BRAND / MARKETING MATERIALS
Marketing materials will be produced to a high
specification to reflect the premium offer and
maximise the creative opportunities that all of the
different brand elements provide. There will be both
consistency in look, feel and quality, along with
versatility in interpretation and application of
the brand.
Some typical examples of marketing materials such
as a special presentation pack, brochure, invitation,
magazine/newsletter, billboard and DVD are shown
on the following pages.
BRAND IDENTITY GUIDELINES 54
Inner page examples
MARKETING MATERIALS
RESIDENTIAL SALES BOOK
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ПРИМЕНЕНИЕ БРЕНДА
DESCRIPTIVE SENTENCE FITS IN THIS SPACE
59
CITY BRAND / MARKETING APPLICATIONS
BRAND IDENTITY GUIDELINES 60
Seasonal publication
Promotional billboards Promotional DVD
MARKETING APPLICATIONS

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69
DEVELOPER BRAND / APPLICATION EXAMPLES
BRAND IDENTITY GUIDELINES 70
Sustainability literature
Workwear
Billboard
Construction hoarding
APPLICATION EXAMPLES
СИМВОЛ ГОРОДА КАК ЗНАК БРЕНДА
CITY ICON BRANDS
71
CITY ICONS / BRAND EXAMPLE
BRAND IDENTITY GUIDELINES 72
Within the umbrella concept of the City Brand are destination features that have icon branding status.
These can be used to put the development on the map, reinforce a sense of place and give a unique
personality to all aspects of the city in a coherent and integrated way.
The first of these is for one of the bridges. This icon brand reflects the dynamic bridge structure and image.
It is a distinctive and memorable mark that has
potential for a wide variety of different uses
and applications

165. МАРКЕТИНГОВЫЕ КОММУНИКАЦИИ
MARKETING COMMUNICATIONS

166. ЭТАП 1A ЗАПУСК КОНЦЕПЦИИ: СОЗДАНИЕ
ОСВЕДОМЛЕННОСТИ - ВОСХОД ГОРОДА
19
КОНЦЕПЦИЯ
Стратегические цели
Анонсировать проект широкой общественности
Создать осведомленность
Передать видение проекта
Вызвать интерес к проекту
Креативные цели
Привлечь внимание/Быть замеченными
Донести основные сообщения.
Креативная стратегия
Визуальная привлекательность
Сильное, простое, прямолинейное сообщение
Легко понятное
Восход города в руках человека
PHASE 1: AWARENESS CAMPAIGN
ФАЗА 1: КАМПАНИЯ ПО СОЗДАНИЮ ОСВЕДОМЛЕННОСТИ
СТРАТЕГИЯ МАРКЕТИНГОВЫХ КОММУНИКАЦИЙ 20
Основное сообщение
Целый город для меня
Второстепенные сообщения
Город будущего – город света
Идеальное место – то, о котором мечтают
Город, ориентированный на тех, кто в нем живет
Долгосрочная ценность
Простая, сильная идея, которая имеет потенциал стать
основным визуальным символом маркетинговых
коммуникаций
Ожидаемая реакция
«Это выглядит красиво» «Было бы здорово»
«Как узнать об этом больше»
Где безопасно
припарковать мой Ferarri?
ЭТО ГОРОД ДЛЯ МЕНЯ
WWW.RA-CITY.RU
Где купить самые
модные аксессуары?
ЭТО ГОРОД ДЛЯ МЕНЯ
WWW.RA-CITY.RU
где лучшее место для
моего скутера?
ЭТО ГОРОД ДЛЯ МЕНЯ
WWW.RA-CITY.RU
ЭТО ГОРОД ДЛЯ МЕНЯ ?*
WWW.RA-CITY.RU
ЭТАП 1B СОЗДАНИЕ ИНТЕРЕСА К ПРОЕКТУ:
НЕОБЫЧНЫЕ ЛЮДИ, ЖИВУЩИЕ В ГОРОДЕ
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PHASE 1: AWARENESS CAMPAIGN
ФАЗА 1: КАМПАНИЯ ПО СОЗДАНИЮ ОСВЕДОМЛЕННОСТИ
СТРАТЕГИЯ МАРКЕТИНГОВЫХ КОММУНИКАЦИЙ 24
Стратегические цели
Основывается на базе существующей осведомленности о
проекте
Создание интриги через рекламу
Апеллирование к чувству юмора
Стимулирование дальнейшего интереса
Креативные цели
Использование остроумия, чтобы вызвать любопытство,
создать различные вариации на данную тематику
Заставить людей говорить о проекте
Донести до аудитории основные послания в необычной
форме
Креативная стратегия
Интригующая концепция
Необычный поворот к изображению различных
потребностей целевой аудитории.
«Понимаю»
«Как узнать больше о проекте?”
Ожидаемая реакция
Основное сообщение
Город для тебя
Второстепенные сообщения
Какими бы не были мои потребности и приоритеты,
это – город, в котором есть все, что мне нужно
Город, который соответствует самым высоким ожиданиям
(даже самые требовательные останутся довольны)
Долгосрочная выгода
Потенциал для развития идеи в различных формах и для
различных целевых аудиторий как часть продолжающихся
маркетинговых коммуникаций
БИЛБОРД 1
Серия БИЛБОРД, демонстрирующая будущих обитателей города. Билборды 2,
3, 4 показывают развитие “истории” и подводят к объединяющему билборду 1.
Количество изображений будет больше трех. Сообщения желательно остроумные, по
принципу “вопрос-ответ”.
БИЛБОРД 3
БИЛБОРД 2
БИЛБОРД 4 - Концепции текущих кампаний
КОНЦЕПЦИЯ

167. WWW.RA-CITY.RU ПРИРОДА WWW.RA-CITY.RU СООБЩЕСТВО
WWW.RA-CITY.RU СВОБОДА
27
PHASE 1: AWARENESS CAMPAIGN
ФАЗА 1: КАМПАНИЯ ПО СОЗДАНИЮ ОСВЕДОМЛЕННОСТИ
СТРАТЕГИЯ МАРКЕТИНГОВЫХ КОММУНИКАЦИЙ 28
ЭТАП 1C УВЕЛИЧЕНИЕ ОСВЕДОМЛЕННОСТИ:
ВИЗУАЛИЗАЦИЯ АТРИБУТОВ БРЕНДА
Стратегические цели
Создание более широко осведомленности о городе и его
преимуществах.
Развитие ключевых сообщений и тем.
Поддержка и развитие интереса.
Креативные цели
Создание простых, притягивающих внимание сообщений
через правильное использование графики, фотографий и
текстов.
Постоянное обновление (фотография, текст) и, в то
же время, постоянство (графические коммуникации)
сообщений, чтобы поддерживать интерес к проекту.
Креативная стратегия
Использовать основные составляющие идентификации
для того, чтобы визуализировать ценности бренда
Ожидаемая реакция
Основные сообщения
Рублево-Архангельское – город на природе, город,
который предлагает свободу выбора, который несет
сильное чувство общности. Создание трамплина для
перехода на следующий этап коммуникаций
Второстепенные сообщения
Рублево-Архангельское – идеальный город, который
соответствует разным ценностями и удовлетворяет
различные потребности.
Долгосрочная выгода
Эта концепция завязана на идентификацию и фотостиль
Рублево-Архангельского
Помимо ее ценности как хорошей рекламной идеи,
долгосрочная выгода концепции – использование дизайн
языка бренда, который будет применяться в последствии в
печатных, электронных материалах на следующих этапах.
“Это - ценности, которые для меня важны”
“Это – идеальное место для меня” “Я хочу здесь жить и работать”
БИЛБОРД 1 БИЛБОРД 2
БИЛБОРД 3
КОНЦЕПЦИЯ
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CONCEPT ENGLISH OVERVIEW
HEADER
ОБЩИЙ ОБЗОР
RUSSIAN HEADER
СТРАТЕГИЯ МАРКЕТИНГОВЫХ КОММУНИКАЦИЙ 32
КОНЦЕПЦИИ, ЭТАПЫ
И КАНАЛЫ КОММУНИКАЦИИ
Необходимо:
Согласовать концепции и доработать их.
Отобрать фотографии и получить права на их
использование.
Разработать и приступить к реализации медиаплана.

168. CITY DEVELOPER BRANDS / THE MARKS
CITY BRAND

169. The Art of Placemaking...
Creating Places where people want to be
Brand Synergy™
www.scglondon.com