Vivid is a construction company who dares to dream in a field where nobody does. They build modular smart homes.
The extraordinary design, the latest technology, the stability and the impeccable finishes are making their homes unique products on the Romanian construction market.
When they came to us, the only thing that was missing from that landscape was a positioning concept to turn that would turn those beautiful features into a single, strong, meaningful statement.
An authentic brand whose meaning was to unify all the stories they want to tell and all the promises they want to keep. And so we began.
Brand positioning. Depending on the specific needs and preferences of the home buyers, Vivid install in their homes sensors and control devices to automate and intelligently manage all home functions.
Moreover, the building process is different from all the construction companies across Romania. They use metallic and modular structures which gives them the means to build a house stronger and more flexible than any other traditional house. This means the house can “grow” and expand as soon as the owner needs another room. The process of expanding the house is very simple and quick: the owner can actually live in that room within a few weeks.
Vivid partners with world class brands – Telekom, Philips, Samsung, Legrand, Knauf and many more – to deliver a mind blowing product directly from the future. With so many relevant benefits to explore we needed to identify a master brand positioning concept.
A concept to fit all the benefits and to communicate them in a meaningful way.
The positioning statement had to be suitable to all our partners’ business lines:
- small developments – drive in’s, pop-up stores, etc
- big developments – hotels, hospitals, schools, etc
After a few brainstorming days we found that we have to build the brand promise on the fact that our partners from Vivid are building Future. Through a series of iterative cross-business working sessions, we reached consensus on a unifying brand position statement:
Inspire. Develop. Build ahead.
Having the brand positioning statement ready we hit the road. The first step was made, now we started building of a brand identity to fit the new positioning.
Having the slogan – Inspire. Develop. Build Ahead – already created, we identified 5 naming vectors: lifestyle, aspirations, modernity, innovation and boldness. We evaluated names by how well they expressed each of these themes and how well they fit the brand positioning.
Our final recommendation: Vivid was the winner. It’s understandable, easy to pronounce, phonetic and telegraphs all the benefits to consumers. We also developed the key messaging to support the chosen name.
For each business line we came with a suffix that matches the original name: Vivid HOMES, Vivid GO and Vivid INFRA.
We started by sketching out our ideas for the logo, with the main focus on displaying the letter V in a way that reflects all 3 business lines and the name. We chose a bold and daring chromatic that fits the brand and can be declined to each of the 3 brand names : Vivid HOMES – green, Vivid GO – orange and Vivid INFRA – purple.
We developed a smooth & clean visual language that ensures the brand can maintain its distinct identity across all environments.
The digital experience
A fully responsive, mobile-first site was designed with a user – driven information architecture and an intuitive navigation scheme. The website content strategy made by our team is based on the brand positioning and it’s bringing all the brand’s benefits to light with a simple and effortless user experience.
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