Opportunity

The BL Kashyap Group, one of India's largest construction companies, wished to create a new subsidiary to enter the booming real estate development market in India. Ambitious plans had been drawn up to develop large housing, malls and office spaces. Scion's challenge was to create a clearly differentiated brand identity and positioning in an undifferentiated urban jungle.

Insight & Solution

The first step to creating the new brand was to articulate a clear DNA for the brand. The SoulSpace brand stands for innovative concepts, inspiring designs, rejuvenating spaces in stark contrast to a clutter of 'me-too' developers and builders. At the brand's core was the offering of a vibrant, chic, international urban lifestyle.

Scion achieved this through a very clean elegant logo. We developed a visual language and palette of colours to communicate the brand philosophy of balancing mind and body, work and play. The brand's advertising used an innovative blending of the symbols of a modern life and the structures of a building, made possible by extraordinary photography and world-class compositing techniques.

Results

Within less than a month, the company achieved an unprecedented top-of-mind recall to stand apart from the rest of the industry, enabling it to announce the signing up of several projects.