Real Estate
Saayam was entering a crowded real estate market with little existing recognition. The opportunity was to build a distinct identity and create a consistent presence across buyer and channel-partner touchpoints.
With the project preparing for market launch, Saayam needed to establish recognition early and create enough visibility to bring prospective buyers and channel partners into the sales journey.
This meant building the brand and its marketing presence together, rather than treating the identity as a standalone exercise.
Problem
Real estate is a crowded category, with projects often relying on similar visual language and promotional communication. Saayam needed to stand apart and give people a reason to notice, remember and explore the project.
What needed to change
The brand needed to do more than look distinctive. It had to create a consistent presence across the city, build familiarity through repeated exposure and create opportunities for prospective buyers and channel partners to engage with the project.
Strategy
We structured Saayam's communication around three stages: Discovery, Exploration and Action.
The idea was to move people from noticing the brand, to understanding the project, to taking the next step, while keeping the experience consistent across marketing and sales touchpoints.
Design
We built the identity around the marigold, creating a distinctive visual system that could extend across brand, digital, outdoor and physical experiences.
The system was then taken into the city through an 80-pole, 160-hoarding campaign. Instead of repeating a single message, the campaign moved through curiosity, teasers, brand reinforcement and directional communication.
The same brand system extended into the Channel Partner Meet, from invitations and event graphics to environmental branding, collateral and post-event content.
Outcome
E47 launched with a new proposition that brought rehabilitation, performance and recovery together under one brand.
The new system gave the business a consistent experience across its physical and digital touchpoints, while giving the internal team the tools to continue building the brand independently.
Saayam established a recognisable presence across the city before the project had an established market position.
Increased site interest and lead generation gave the sales team more opportunities to engage prospective buyers.
The brand gave Paperclip permission to have broader strategic conversations without repeatedly explaining why a UX company could solve them.
Saayam entered the market with a recognisable brand and a connected marketing system built to support the sales journey.
