Premium equals private. In the location, the structure, the design – all the facets come together to fulfil the promise of premium. The exercise didn’t focus on just branding a property but instead worked towards creating a brand, under which multiple properties would be developed, based on the brand’s philosophy. Architects and planners were involved to ensure the idea translates into the actual product offering and experience.   Privie Residences emerge from the desire to have a private, privileged life. Being limited, made it 'privy to just a few’. The new identity makes use of a sophisticated palette of black, white and silver, with just a hint of orange to connect it back to the parent company. The box is your space – private, premium, privileged.

There was a need to establish a new language within the already-cluttered luxury real estate. In a medium that is filled with noise, the same noise, it becomes very critical to do something different just to be heard. While aimed at a specific group, the message is relatable to everyone; a simple idea that immediately becomes the truth. The creative execution is stripped down to the absolute bare minimum, without imagery, just the words.

This Privie Residences campaign brought alive the core proposition of privacy. Evocative and sophisticated imagery helped build the image of ‘Privacy, luxury’s lesser-known cousin’.

It’s easy to print, courier and immediately thwart any likelihood of brand engagement through an annual print calendar. At best, it is a one-point engagement activity, if used. The suggested idea helped Privie Residences reach out to a larger audience and also reduces cost significantly. A digital calendar. Inspired by art, architecture and lifestyle, these engaging designs are sent one every two months to continually create engagement – 6 points in a year.