Merano Residences

The challenge began with the creation of a unique central marketing thought, to be inspired by the building’s structure and the unique living experience within. At the start of this process we interviewed Graham Stirk, who pointed out that each resident would effectively occupy at least one entire floor of the building’s three-bay coloured structure. Thus affording unprecedented levels of privacy, accompanied by unsurpassed views over the river and city beyond. His single observation led to the thought that became the basis of the marketing story – a truly unique place to live, where both literally and metaphorically, you can enjoy ‘life on your own level‘.

A name was then developed, with the choice of Merano inspired by a combination of the building’s coloured facade and the Italian town of Merano, famous for its bright floral colours during the summer months. With the ‘residences’ suffix added to further emphasise both individuality and exclusivity.

Inspired by this positioning and name, a clean, modern and sophisticated brand identity and visual style were created, harnessing the three primary colours that featured on the building itself.

A very personal and private approach to marketing was then adopted, reflecting the rarified and premium nature of the offer. An introductory film featured personal interviews with both the architect and interior designer, focussing on their respective visions for this place.

To further heighten this sense of exclusivity, every prospective buyer received a single apartment plan in its own individual wallet, alongside the host brochure within a presentation case.

We then lead an integrated marketing campaign throughout the UK and Europe, the Middle-East, and South East Asian markets. Creating and producing all marketing materials and providing on the ground support for international events.