Apartments 9 / Premium Development / Brand Strategy, Tone of Voice, Visual Identity, Brand Guideline

Soon, a new architectural highlight will grace Moscow’s skyline: the residential complex Poklonnaya 9 on Kutuzovsky Avenue. Three floors of this art deco-inspired building will be dedicated to serviced apartments – a relatively new yet increasingly popular type of property. Our task was to create a sub-brand within the existing project framework, giving it a distinctive character and unique visual identity while maintaining stylistic elements synonymous with the parent brand.

The positioning concept, “The Nine Senses,” formed the foundation for the name, brand identity, and was woven into the text of the brochure and advertising campaign. This concept highlights that the apartments offer heightened experiences, engaging not just the traditional five senses but also thermoception, apperception, proprioception, and equilibrioception.

We aimed to create a memorable image and symbol that would guide the audience toward this new property type – serviced apartments. The visual representation of the apartments’ high-end service is embodied in a hotel-style key card, which became a signature element in the brand’s communications. The brand metaphor is an immersive theater, which is reflected in the brochure and its content. For its presentation, we chose the structure of a theatrical libretto, using this format to communicate the property’s unique selling points.

For project documentation, we designed a custom format that combines the functionality of a folder with the convenience of a package, echoing the style of a hotel key card.

VOSK

Vasilii Podriadchikov (Art Direction)
Sasha Bazan (Design)
Evgenia Andreeva (Management)

EXALTER
Anna Petrik (CEO)
Alexandra Monik (Creative Direction)
Daniil Chebotarev (Production)
Diana Achikyan (Account Management)
Evgeny Bryn (Brand Strategy)
Victoria Klepneva (Management)
Anastasia Polionovich (Creative Development)

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