Description

Initially, it was necessary to analyze competitors, communicate with company employees, and residents of the residential complexes.

The next stage was positioning and communication strategy. The foundation of the strategy was the company's mission and values.

Then, we updated the identity and redesigned the website.

We conducted in-depth interviews with company employees to understand what drives the company.

We looked at the positioning of competitors and how their clients perceive them.

We monitored the media landscape: forums, reviews, media outlets.

We spoke with residents of the residential complexes: why they chose this particular complex, what they like, and what they do not.

This allowed us to form a consumer portrait of the ZIM Group (who are they? how do they live?) and a Customer Journey Map, which is important when choosing a residential complex (parameters, landmarks), and how they behave after purchasing a home.

Based on the analysis:

1. We defined the company's mission and its values.

2. Created a portrait of the ZIM Group customer.

3. Developed positioning.

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Positioning: ZIM thinks of you first.

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The foundation of the new positioning is based on the principles of design thinking and human-centered thinking. Everything that is produced is oriented towards the human being. This philosophy allows for the dissection of products, services, systems, and experiences that meet the fundamental needs of people to solve their problems.

Human centrism. For ZIM Group, the customer (resident) is at the center of all processes. Every decision the developer makes addresses the questions:

- How will our resident feel?

- What problem are we solving for them?

- Will our solution be useful for our customer?

- What else can be done to meet the needs and desires of the resident?

Urbanism, based on human-centered thinking, is aimed at creating optimal conditions for the life and development of city residents. It harmoniously combines infrastructure, architecture, and the natural environment.

The ideal city. Empathy and understanding of residents' needs are the foundation when planning, designing, and building. Everything is done to consider the needs of all segments, from children and grandparents to pets.

The city integrated with nature. A significant place in the new urbanism is given to creating "green zones" for recreation.

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The exclamation mark emphasizes the needs of the residents. The green color highlights the importance of creating "green zones" for city dwellers.

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