The Urban Renewal Authority (URA) is a statutory body, to undertake, encourage, promote and facilitate urban renewal of Hong Kong. With a view to addressing the problem of urban decay and improving the living conditions of residents in old districts, the URA has lately launched their Starter Homes Pilot Project named ‘eResidence’ to facilitate the higher-income families who are not eligible for the Home Ownership Scheme and cannot afford high rising private housing properties, in purchasing their dream home.
The tagline ‘Smart Green Home’ 生活 從此變得煥然精彩 presents the smart and green living hope in the urban city. As a crucial Starter Home Pilot sales flat project, a full set of sophisticated creative package for this real estate development is essential to build its brand identity. We therefore help working on the marketing level issue, ranging from branding design, developing the logo, marketing print materials (leaflet, sales brochure, print advertisement), show flats decoration and construction site hoarding design, to property official website, so as to create a cohesive tone and manner in one whole.
The total design direction was inspired by the 2 key elements of this property, ‘Smart and Green’ living. Both colour blue and green imply a great sense of ‘Smart and Green’, while the combination of English character ‘e’ in Chinese character ‘懿’ in the logo creates a united and connection of eResidence and「煥然懿居」. As a comprehensive design, the complete touch of colour tone and dynamic graphic continually applied in all marketing print materials (leaflet, sales brochure, print advertisement), show flats branding and decoration design, construction site hoarding design and other marketing materials development. This all-in-one marketing combo set, illustrated the choice of future living environment and atmosphere.
On top of the printable and collaterals, we are also experienced in designing and shooting sales video and 360 panoramas with creative story board and cozy scene set up. Targeting to produce high standard end-product, we also help client to do 3D rendering, and photo retouch.
Apart from different tangible marketing materials, we have also designed and developed the official website of eResidence with a customized content management system (CMS) to best fit and enhance content maintenance level. In order to keep the consistency, we applied the same proposed art direction in the site with its significant brand identity and information-search-friendly interface.