Goodwill Developers
Site branding & social media collaterals for luxurious row houses in Lonavala.
Introducing Goodwill Developers
Since its inception in 1997, Goodwill Developers has created spaces that cater to individuals from all walks of life.
With a single vision to fulfil, the company strives hard to create living spaces that are beyond ordinary and every square foot owned creates a sense of pride for its owners. After 25 years of delivering hard work, Goodwill Developers have created a niche for themselves in the ever increasing real estate market.
What did we do for Goodwill Developers?
We were given the responsibility of creating site branding for the company. This included designing clean, crisp direction signage that would assist visitors on a guided tour of the construction site. We also made appealing facade creatives that showcased the exterior & interior details of the row houses and visual depictions of the amenities they provided.
Along with this, we were also entrusted to handle Goodwill’s social media presence and their Google Ads.
This project was carried out in collaboration with Communicate India.
Ideation Phase
We initially came up with 3 visual treatments for the site's branding creatives.
Here’s a glimpse of those.
Challenge:
For the most part, construction signage can be a drag to look at.
So we took it upon ourselves to create signage that was stellar visually and interactive in a unique way with the viewers.
The idea was to keep them engaged with the visuals and the text.
First Idea
This treatment focused upon the various promised lifestyles the property offered.
In this, the central focus of attention was the imagery. They were placed strategically to cover almost 80% of the canvas to garner attention from the audience and draw them in.
In regards to text, adjectives were
used to communicate the type of
lifestyle viewers would imagine living in
these luxurious row houses, using
display fonts.
Selected Treatment : Second Idea
Idea 2 was the winner. The “strike off” concept was a hit with the client.
The essence of the idea was to communicate that lifestyle amenities that one might think weren’t possible are indeed possible with Goodwill’s luxurious row houses.
Site Branding Collaterals
These collaterals have been designed strategically to convey all the necessary information regarding the project at one glance. These include contact details, brand logo, lifestyle images, "Strike Off" text etc.
The Goodwill Abode logo elements have been creatively used as design patterns, to integrate the visual essence of the brand into the creatives.
The signage and facade creatives with stellar visuals were also designed to subtly stimulate the visitor's imagination of living in a Goodwill row house of luxury.
Social Media Creatives
We carried out social media marketing for the company in the form of Facebook, Instagram and Google Ads.
The “strike off” text concept in this context was a seamless & effective way to grab attention on social media platforms amongst all the visual clutter.
Also, even in smaller spaces where it wasn’t possible to show case an image of the property, our “strike off” copy concept was able to communicate what the brand’s offerings stood for, without breaking a sweat.
