Certainly it was one of a kind — a private investment exceeding 260 million Euros, that created more than 4000 permanent new jobs, around a city-in-the-city concept approach comprising residential, commercial, entertainment and business developments, and under a vision of transforming Iasi in a destination brand for Romanians, Moldavians and Europeans. Brandient was commissioned to design the brand strategy, the appropriate graphic platform, and the verbal and visual identities.

The idea guiding the brand strategy was inspired by the client’s requirements to convey a sense of complexity, seduction and urban sophistication. We proposed to work with brand idea to inspire the whole constellation of brands required by the project development (residential, business, entertaining, commercial). All brand manifestations, at the level of both corporate brand and specific sub-brands, speak about a cosmopolite spirit of the location, and aims at encouraging a certain joie de vivre under the modern life style standards. All in all, a modern, cosmopolite brand, capable to inspire the visitors, the tourists, the city’s residents, the company’s employees and business partners.

The logo is conceptually built around the rich royal history of the city, treated with a cool and modern heraldic approach, and maps through colors and symbols all specific functional areas of the real estate portfolio in order to generate a possible meta-logo.

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