Emerald Residences
Naming and Identity

The Harsher the Competition is,

the More Elaborate the Identity Project Should Be

The construction company Summa Romania, part of the international Summa Group that can claim almost 40 years real estate experience, and the investor Brooklyn International started the building works for the Emerald Residences complex in mid 2006. The project needed a cogent and courageous identity to distinguish itself from its competitors, so the developers called on Re:ply’s renowned experience in identity and branding in the field of real estate.

Our team completed the naming and the identity of the new product based on the unique features of the project and the developers’ strategic plans. The residential complex benefited from a really good location (green, many quiet places, view over Lacul Tei, nearby the very center of the city) its modern architecture and large apartment space, and the developers’ experience in construction. The name of the residential area, chosen by the client and the agency (Emerald Residences) together refers to the idea of style and a high quality of life. In addition, it associates the identity of the product with the characteristics of jewels – their value, their lastingness, and their exceptional, rare nature.

Given that the developers wished to work together on other residential projects that would be part of the same concept, Re:ply proposed several naming systems, of which the one entitled “precious stones” was chosen. Starting from here, we conceived an identity and a communication strategy that would enable the future works benefit from the renown of their completed sister projects. The use of several precious stones as names for the projects was a first at the time. It provided clear positioning, was easy to recognize and created an association with the projects to come. In addition, we had the opportunity to create a defined hierarchy: the top projects would be named after rare precious stones, while the middle ones would be names more easily recognizable by the target client.

The logo created by Re:ply for Emerald Residences indicated to clients a building complex and presented a precious stone in its raw state, before getting finished. The shadow underneath the stones suggested steadiness and lastingness. The font chosen for the name of the project was the visual balancing element that suggested high-class and preciousness. The Re:ply team created for this new brand a slogan focused on the client and explained the benefits brought in a simple manner, direct and optimistic, taking into consideration the psychology of the posited Emerald Residences’ target client : “Look further”.

For Emerald Residences, Re:ply also created:

• Corporate Brochure