When a home is more than just the four walls

Give space to your lifestyle – Metrodom rebranding

Metrodom is a known Hungarian real estate developer, but as consumer need change, their position amongst the premium quality developers was fading, so they needed to find new footing with a rebrand.

While most developers feature a functional communication first, Metrodom embraced the focus on the complete lifestyle aspect of their projects – one they can offer through their quality of craft and intuitive design.

This is how Metrodom gained advantage by clearly positioning themselves, while the competition barely had a proper mission statement. Let's follow the process from research, through positioning, through redesign to the brand's first image TVC.

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Research:

I conducted a thorough market research – analyzing the communication of the competition, their slogans, values, missions, visions, brand messages. Surprisingly, a lot of the time, there was no coherence, and most of the foundations for their brand positioning were sorely missing.

This meant, that by giving Metrodom a proper positioning, we could give them an edge over the competition.

I mapped out the competition, then the attributes that are expected by the market, and the ones that are ownable by Metrodom.

We finished the research phase by a 4C analysis (Consumer, Category, Competition, Company).

Positioning through Brand Flow:

Using the Brand Flow process, and the B-Hive model at its core, we created an all-encompassing positioning for Metrodom.

Here's the long story, short...

Creative development

Based on the positioning, we aided the creative development – both the brand's redesign and the following communication of their Metrodom River development, as well as the brand's first image TVC.

Take a look at how Metrodom went against the norms of putting functions first and embracing the lifestyle of living in a Metrodom apartment at the core of this Wes Anderson-inspired film: