Agrobex

Agrobex is one of the longest operating developers in Poland with a rich portfolio of investments and a huge group of satisfied Clients. During over 4 years of strategic and creative service, we first implemented a branding project for one investment, then we created communication for the main brand and other investment brands.

Working with Agrobex, we carried out the process of organizing the image of the main brand and sub-brands of individual investments.

Agrobex needed consistent communication both at the level of the main brand and investment brands. A resident of Poznań looking at the materials of any investment should know that Agrobex is responsible for the construction. Our client also wanted to effectively promote the unique features of individual investment brands. When designing the BrandGuide, we created it with other design studios and agencies in mind, so that they could continue our work consistently.

The key material for selling a new investment (at least in 2014 when social media was still in its infancy) was an information folder and a website. When preparing the branding concept for an investment, we started by analyzing competitive investments, we analyzed groups of potential Clients of the investment, and then we created a unique mix of features and advantages of a given location. For the mainstream segment, we gave a given investment a specific color (as a distinguishing feature) and details, e.g. a child’s handwriting if the investment was aimed at families with children. Other signals characteristic of the KV Agrobex brand, i.e. shapes, backgrounds and graphic elements, remained unchanged.

For the premium segment, i.e. Villa Sołackie, we decided to use completely different branding due to the fact that the group of potential Clients had completely different perceptual expectations. But more about Villa Sołackie later…

Outdoor advertising was used primarily to communicate special offers. Special offers included favorable forms of financing, price offers, additional benefits related to buying an apartment, as well as seasonal communication – for example, aimed at students. We tried to attract attention with a creative concept. We hope it worked 🙂

When designing large-format outdoor media, we wanted to catch the recipient’s attention with a perverse slogan or an unusual image. Creations created with a sense of humor strongly distinguished Agrobex’s offer from the competition.

In addition to large-format nets and billboards, smaller media were also used, including at bus stops. In some of the concepts, we used cats and dogs with funny shapes, because they always attract attention – especially in younger target groups of communication.

Our idea was based on the concept of creating a profile that would be a “link” between the Agrobex brand and the Client but … would not be directly branded with Agrobex. Only at key moments on the profile, the Agrobex brand was to appear as a very positive brand (e.g. a model worth imitating, in expert statements, etc.)

“Live more comfortably in Poznań”

Idea/Outline – the profile lives as a source of simple advice and interesting inspirations, in the future as a place for the exchange of information between residents.

1. How to improve your own space – simple architectural advice related to lighting, furniture arrangement, “dressing up” the interior – colors, curtains, carpets, etc. (selected architect, cooperation with a lighting company, interior design company, curtain designer)

2. Inspiration for your own space – interesting things you can see in the world.