Изображение - Услуга по разработке концепции
Concept
Иконка - письмо
Иконка - письмо

Ideologist Concept

Any investment project needs to sell well. In today's highly competitive real estate market it is impossible without a strong concept and a carefully calibrated marketing strategy. In the upper middle market segment and above you need a story and values behind your project to sell well, as they serve as the reference points that facilitate customer’s decision to buy.

Competition in the current property development market goes beyond functionality and aesthetics into ideology and concepts.

Any commercial property project has to begin with a comprehensive concept (let's call it ideology). Insights sourced through our cross-functional approach helps us target the potential audience effectively by finding the right language and offering more engaging content as opposed to the traditional Russian market's appeal to the history of a place. When working on an architectural concept, we help developers address challenges and create a foundation for design solutions, marketing campaigns and communication strategies.

Strong and profound concepts reinforce the sales, support property-related communications by setting the vector for development and helping it to "go live" and build interaction with customers, and ensure perception vs. experience consistency.

We see objects of the urban environment and capital construction as active elements that shape the city and the society. Strong concept and sound vision are important not only for successful implementation of a project but also for its life in the longer-term and future ability to adapt to changes. We create commercially successful projects based on core values relevant to our clients and their audience. Our projects can deliver value for any development portfolio.

Our experts from various backgrounds with diverse expertise provide concept development and positioning services for:

  • complex development projects (including master planning)
  • common areas and facilities (including residential and public spaces)
  • restaurants, bars and hospitality businesses
  • short-term events, i.e. exhibitions, shows

We cover shape (branding, visuals) and content side of projects and also design communication strategies.

Изображение - услуги разработки концепции и позиционирования
How we work
o1
Stage 1
Setting goals and objectives, defining key parameters and metrics - establishing the criteria that the concept must meet.
o2
Stage 2
Creating a profile of the target audience, mapping the "user journey," and envisioning the "product." If necessary: conducting field and in-depth research, scanning, and identifying key directions for the projects development.
o3
Stage 3
Searching for visual references, meaningful analogies, ideas, and imagery (concept boards, textual descriptions, hypothesis formation, and testing).
o4
Stage 4
Developing the initial presentation - encompassing visual, emotional, and technical elements that reflect the core essence of the idea.
o5
Stage 5
Agreeing on and adapting the initial concept to meet the clients requirements, and developing a set of materials that clearly reflect the idea and its implementation.
o6
Stage 6
If necessary: branding - positioning, branding, corporate style (brand book), and adaptation of the idea.
o1
Stage 1
Setting goals and objectives, defining key parameters and metrics - establishing the criteria that the concept must meet.
o2
Stage 2
Creating a profile of the target audience, mapping the "user journey," and envisioning the "product." If necessary: conducting field and in-depth research, scanning, and identifying key directions for the projects development.
o3
Stage 3
Searching for visual references, meaningful analogies, ideas, and imagery (concept boards, textual descriptions, hypothesis formation, and testing).
o4
Stage 4
Developing the initial presentation - encompassing visual, emotional, and technical elements that reflect the core essence of the idea.
o5
Stage 5
Agreeing on and adapting the initial concept to meet the clients requirements, and developing a set of materials that clearly reflect the idea and its implementation.
o6
Stage 6
If necessary: branding - positioning, branding, corporate style (brand book), and adaptation of the idea.