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Overview
The Paradise Avenue residential complex stands out from nearby complexes due to its exceptional infrastructure, security measures, and innovative solutions for its residents in the Kyiv area of Ukraine.
However, the complex lacks a clear positioning strategy, and its brand style is outdated. As a result, it had some issues in attracting its target audience and has been chiefly purchased by casual visitors or buyers of other complexes from the same developer.
Our task was to conduct a comprehensive analysis and create a new positioning and identity style for the Paradise Avenue residential complex.
The Paradise Avenue
Credibility
Description
We conducted an analysis of 24 residential complexes in the district near Paradise Avenue. Most competitors lacked precise positioning, and customers chose an apartment based on functional characteristics such as price, availability of communications, and infrastructure.
Through customer surveys and interviews with sales managers, we identified 3 major customer segments. All segments were represented by Generation Y and shared some standard features:
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Creativity and a good sense of style and design, but also pragmatic in making important decisions.
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Fear of mismatched expectations and distrust, as well as thorough fact-checking and searching for information on social networks and forums.
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Mild interest in urbanism and landscape design. A love for travel, particularly by car.
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Influence by modern trends in architecture and interior design.
After analyzing the interviews, we found that Paradise Avenue exceeded potential customers' expectations when they saw the complex in person. Before, they considered the residential complex "much simpler." The main advantages for customers were the style and architecture, its own infrastructure, such as a lake, canine stadium, medical center, coworking space, security system, bike-sharing, and other conveniences.
We have discovered that the residential complex Paradise Avenue is like a "constructor" - everyone can find what they need for a comfortable life.
This resulted in the motto "paradise lifestyle" - a brand promise to create a unique, comfortable, conceptual, and modern lifestyle.
Life in Paradise Avenue is not like life in other residential complexes. It's about creating the perfect place, customer-centricity, taking care of residents, and considering their interests.
These are the six principles of the paradise lifestyle.
Brand Identity Design
The concept of corporate identity revolves around the idea of a perfect life.
The logo and other corporate identity elements are designed to resemble a circle to achieve this.
The primary emotion conveyed by the identity is warmth and positivity, which is achieved through the use of bright colors. The visual style incorporates six different elements of the corporate pattern, each representing one of the principles of a luxurious lifestyle.
This helps to highlight the unique positioning of the residential complex.
Website Development
The previous version of the website had several issues identified through UX analysis, such as users facing difficulty in finding sufficient information about the residential complex, its infrastructure, and conditions of purchase. Additionally, users left the website due to the inconvenience of navigation, and the site's design failed to showcase the authentic style of the residential complex and directed to the wrong idea about it. An interactive prototype was developed in Axure RP to test design solutions. During the usability testing, users were asked to find information on the interactive prototype in an accessible form. As a result, some interface problems were detected and fixed.
The website has a simple style and uses light colors with visual accents that match the corporate identity. The section "Find the apartment" was given special attention. A section called "About Paradise" was also created, which features complex animation. This section aims to reveal the positioning of the residential complex and showcase the principles of the "paradise lifestyle" to users.
Design process:
Project analysis
Information architecture
Prototyping
Design
Technical task for developer's team
Usability testing
