Raffles Park

Transferring the legacy of one of Singapore’s pioneering developers in Real Estate into India with the launch of Raffles Park. The scope involved brand positioning, identity, digital and PR.

Raffles Residency was initiating its first real estate project, Raffles Park, in Bangalore, India. The founders of Raffles Residency, the Jumabhoy family, had been in the real estate business in Singapore for several years with many firsts credited to their pioneering spirit. Some of the notable projects included Ascott Service Residences and Scotts Shopping Center, Singapore’s premier centrally managed mall with Asia’s first air-conditioned food court.
Raffles Park is an exclusive villa development with 61 five-bedroom villas that integrate Singapore’s contemporary tropical design and Bangalore’s intense appetite for green spaces.

One of the key challenges for Identity Counsel was to position the villa development in a manner that reflected it’s true luxury along with bringing into the forefront the credentials of the developer who were a known family in Singapore but needed their equity to be transferred into India. The scope of work involved, developing the strategic brand positioning, logo identity and its applications, website, collateral development and PR briefing.

Identity Counsel carried out a detailed diagnostic of the project and unearthed several proof points. Be it the Singapore equity, the marriage of two garden cities, the integration of architects from the two countries, the element of detail that formed the essence of luxury, but the one thing that stood out and provided a competitive edge was the feature that there were only 4 villas per acre and entire development had 81% of open green space. This led to Identity Counsel arriving at the positioning of ‘Open Privacy’, expressing the promise of world that’s open, yet private. A logo unit depicting the very essence of the ‘open green’ was created in a form of a tree with subtle highlights of flora and fauna. The brochure developed had to showcase the position of space, size and openness. This was done in both form and function and the brochure truly reflected the luxury one was being invited into. The website and other touch points all brought alive what Raffles Park had set out to create. The PR elements did heighten the pedigree of the developers and architects and a unified 360-degree effort brought to life the launch of Raffles Park and the pioneering spirit of Raffles Residency. The 1st and 2nd phase launches proved to be immediate sell-outs.

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