The brief arose from the ambitions of PFF Real Estate Russia, which not only wanted to develop the ‘most remarkable office park in Moscow’ but also promised to build a world-class, leading corporate destination. We were asked to construct a brand identity for the business park along with a leasing brochure that would drive the project’s development value and match the vision for success held by its future partners and occupiers, as well as surpass their requirements for productivity, efficiency and healthy working environments.
We positioned the brand mark against the upper extreme of each application to integrate the desire to aim higher right into the identity. Our design brought to life the original and innovative mantra that existed at the heart of our strategy: the culture of outperformance, something that not only met, but surpassed, the expectations of the client and their partners.
We now needed a leasing brochure that embodied this. So we delivered a weapon; a presentation tool, loaded with a fully integrated experience. Milled from HX6 hardened aluminium, digitally enhanced by augmented reality content and with an inbuilt DI tm mechanism, which transformed the case into a stand, our Leasing Brochure truly outperformed.
As of 2014, 53% of the letting space is now occupied, and the site has seen an 89% uplift in visits by potential tenants. This is a monumental result considering, as of February 2014, Rumiantsevo underground station, the closest metro link to Comcity, is still under construction. Such a high rate of interest could only have been achieved with exceptional brand positioning, which instilled confidence in investors and businesses and ultimately elevated the perception of Comcity beyond the expectations of an international corporate audience.