In 2014, we partnered with Acorn Group, one the of the leading property developers in the region, to propel its stable of brands into the top tier of East Africa’s booming property sector.
Brand Audit & Strategy
Our first task was to develop an overarching corporate brand strategy. Next, develop an design system that would serve as the leveraging platform for subsequent property brands. We embarked on a brand audit considering the key parts of Acorn’s rich history within the market context that would underscore key brand pillars moving forward. The brand strategy was then developed, encompassing specific real estate brand strategies that facilitate growth though audience targeting and partnership brand architecture systems.
Placemaking in real-estate terms is an approach that creates spaces that promote people’s well being. As part of Acorn’s brand strategy, we created a strategic placemaking framework that ensured the projects developed created meaningful and emotional connections with their audiences, beyond the physical spaces provided.
Brand Architecture & Positioning
The Acorn brand identity was refined to improve balance in the graphic construction of the logo, as well as extended the brand’s image through a comprehensive brand language that would include colour, typography, and graphic systems.
We developed the “build tomorrow” positioning statement for the Acorn corporate brand, to signify the value creation, community building, and bright future ahead.
Given its successful past as project managers, Acorn needed to reinforce its new positioning in the property development space. Property project brands would be tied back to the corporate brand through a statement that also qualified the property brands as top quality developments via association.
A corporate website developed to showcase Acorn’s signature real estate developments, as well Acorn’s proficiency in the sector.
To better deliver the Acorn story and connect with key industry players and potential investors, we filmed a 5-minute documentary to deliver on Acorn’s vision. The story would be effectively told by three people:
- Dr. David Ndii, an authority on African economics who would explain the status of the region’s real estate market.
- Mutua Matheka, a Nairobi-based photographer who would share his take on an ideal future Nairobi.
- Edward Kirathe, Acorn Group CEO. The brand’s visionary and chief strategist.
In July 2014, we set out to launch the ambitious BREF event, for which we’d developed the concept and strategy. We worked with extremely talented partners to create a stage design & event setup that would host approximately 200 guests from within the development sector, who’d witness the launch of the grand flagship Arboretum Square development.