A $2 billion development of Foster & Partners, Serrenia would provide luxury residential solutions, as well as a wide variety of leisure facilities, including a 330-berth marina. The project, located in Egypt, would house not only various palaces and apartments, but a seven star hotel also. Given a six week time frame, we were tasked with branding and marketing the project, culminating in a soft launch event at the Dorchester Hotel in Mayfair. The end result would raise awareness of Serrenia as a prime residential location on a global scale.
To begin with, we set out to create an easily identifiable logo and brand. The logo itself draws inspiration from the architectural designs for Serrenia; a stylish, curved building. Coloured in a deep shade of blue, the logo would hark back to our tagline: “The world’s most exclusive waterside resort”.
Following on from this, we constructed a coffee table book. Specifically branded, the book would provide attractive visuals of Serrenia, as well as clear and concise descriptions of the facilities on offer. This offline promotional tool would be used alongside an online website, offering similar information that could be accessed by a wider audience. A film would also be created, clearly documenting the proposed layout and amenities available at Serrenia.
This marketing collateral was successfully constructed in the allocated time and then presented to the client. The material created emphasised not only a luxury experience, but a secure one also, emphasising the team in place to ensure safety at Serrenia.