Boutique approach for small-scale luxury residential project

Real Estate Branding vastgoedproject Bree & Breughel projectontwikkelaar Ciril

The question

How to position a small-scale residential project of 20 apartments on the corner of an upscale residential area and a busier connecting road? Who is the target audience and which USPs should we emphasize to speak to these people? Project developer Ciril entrusted us with the complete branding and communication process.

 

The sparks

We started off by thoroughly researching the rich history of the project’s neighbourhood, Willemswijk: a prestigious residential villa district near the centre of Hasselt. The architecture’s curves connect the urban Breestraat and the high-end Breughellaan. The 20 spacious apartments offer a combination of both of these worlds: residential and luxurious living with plenty of outdoor space, yet within the dimensions and the price range of an apartment. The green front yards, spacious terraces and sleek architecture top off the project and its living experience.

The result

With the name Bree & Breughel we refer to the specific location on the corner of two streets, just like they do in New York City. With the tagline “At home on the corner of Willemswijk” we highlight the residential aspect, emphasizing the corner location and the chic feel of Willemswijk. The colour palette was also based on this combination of elements: we mixed the painter Breughel’s palette with clay tones, referring to the Breestraat, as we discovered that “Bree” was the old Dutch word for clay.

On the dedicated website for Bree & Breughel, we illuminated the USPs and zoomed in on the architecture and the location. With a gated, interactive sales page and a downloadable brochure, we ensured a good follow-up of all leads. With advertising, regularly changing communication on the construction site, a dedicated social media account and newsletters, we helped the project sell out for 70% by the start of the construction works!

www.bree-en-breughel.be

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The branding of Bree & Breughel is very well put together: the feel, the look, the copywriting... thanks to Brandstichters’ complete package of deliverables, we were able to efficiently reach and convince our target audience.

Evie Martens
Marketing Specialist Ciril

Project - Real estate communication

New residential neighbourhood in Mechelen

From Sint-Maarten Hospital to simply Maarten: a vibrant residential area with seven new buildings, 95 newly-built units, a new street and a neighbourhood park. Curious how we gave this diverse neighbourhood its own identity?

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