The document presents a project report for rebranding the Royal Park village. It discusses developing a new village brand with relevant positioning to replace the Stonepay brand and communicate changes with a new managing company brand. It considers different brand scenarios and designs concepts, and outlines the final brand appearance including the chosen logo, color scheme, and imagery system. The branding aims to appeal to both expatriates and locals living in the village through messaging around diversity, international lifestyle, and status.
5. DEVELOP
A NEW VILLAGE BRAND
WITH THE RELEVANT
POSITIONING
- REPLACE STONEPAY
- COMMUNICATE
CHANGES FOR THE
BETTER WITH A NEW
MANAGING COMPANY
BRAND
STRATEGY ONE PROJECT TASK: REBRAND ROYAL PARK STRATEGY TWO
YOUR BRAND NEW APPEARANCE FWDBrands
6. DEVELOP
A NEW VILLAGE BRAND
WITH THE RELEVANT
POSITIONING
- REPLACE STONEPAY
- COMMUNICATE
CHANGES FOR THE
BETTER WITH A NEW
MANAGING COMPANY
BRAND
STRATEGY ONE STRATEGY TWO
YOUR BRAND NEW APPEARANCE FWDBrands
9. Final Refinement
Refinement
Design
Names
MOSAIK ULDUZ ULUS ONE SKY
Routes
DIVERSITY PERSONAL INTERNATIONAL GLOBAL STATUS
Scenarios
BAKU INTERNATIONAL VILLAGE
Positioning
YOUR BRAND NEW APPEARANCE FWDBrands
10. Final Refinement
Refinement
Design
Names
MOSAIK ULDUZ ULUS ONE SKY
Routes
DIVERSITY PERSONAL INTERNATIONAL GLOBAL STATUS
Scenarios
BAKU INTERNATIONAL VILLAGE
Positioning
YOUR BRAND NEW APPEARANCE FWDBrands
11. Final Refinement
Refinement
Design
Names
MOSAIK ULDUZ ULUS ONE SKY
Routes
DIVERSITY PERSONAL INTERNATIONAL GLOBAL STATUS
Scenarios
Insight
Expats BAKU INTERNATIONAL VILLAGE Locals
Positioning
YOUR BRAND NEW APPEARANCE FWDBrands
12. Final Refinement
Refinement
Design
Names
MOSAIK ULDUZ ULUS ONE SKY
Routes
DIVERSITY PERSONAL INTERNATIONAL GLOBAL STATUS
Scenarios
Insight
Expats BAKU INTERNATIONAL VILLAGE Locals
Positioning
YOUR BRAND NEW APPEARANCE FWDBrands
13. Final Refinement
Refinement
Design
Names
MOSAIK ULDUZ ULUS ONE SKY
Routes
DIVERSITY PERSONAL INTERNATIONAL GLOBAL STATUS
Scenarios
Insight
Expats BAKU INTERNATIONAL VILLAGE Locals
Positioning
YOUR BRAND NEW APPEARANCE FWDBrands
14. Final Refinement
Refinement
Design
Names
MOSAIK ULDUZ ULUS ONE SKY
Routes
DIVERSITY PERSONAL INTERNATIONAL GLOBAL STATUS
Scenarios
Insight
Expats BAKU INTERNATIONAL VILLAGE Locals
Positioning
YOUR BRAND NEW APPEARANCE FWDBrands
15. Final Refinement
Refinement
Design
Names
MOSAIK ULDUZ ULUS ONE SKY
Routes
DIVERSITY PERSONAL INTERNATIONAL GLOBAL STATUS
Scenarios
Insight
Expats BAKU INTERNATIONAL VILLAGE Locals
Positioning
YOUR BRAND NEW APPEARANCE FWDBrands
16. Final Refinement
Refinement
Design
Names
MOSAIK ULDUZ ULUS ONE SKY
Routes
DIVERSITY PERSONAL INTERNATIONAL GLOBAL STATUS
Scenarios
Insight
Expats BAKU INTERNATIONAL VILLAGE Locals
Positioning
YOUR BRAND NEW APPEARANCE FWDBrands
17. Final Refinement
Refinement
Design
Names
MOSAIK ULDUZ ULUS ONE SKY
Routes
DIVERSITY PERSONAL INTERNATIONAL GLOBAL STATUS
Scenarios
Insight
Expats BAKU INTERNATIONAL VILLAGE Locals
Positioning
YOUR BRAND NEW APPEARANCE FWDBrands
18. CONTENTS
1. PROJECT OVERVIEW
2. BRAND SCENARIOS AND DESIGN CONCEPTS OVERVIEW
3. FINAL BRAND APPEARANCE
YOUR BRAND NEW APPEARANCE FWDBrands
19. Globally connected
Friendly Developed
infrastructure:
international school &
Open-minded nursery, transport
accessibility,
Smart Living communications
Emotional Benefits BAKU INTERNATIONAL VILLAGE Rational Benefits
International service Location: close to Baku,
standards suburban life-style
near city-center
World wide scale
Smart investment: area is included
Family oriented in city development plan, subway
station and highway in 5 years
BRAND POSITIONING
21. Expats Locals
Usual place to live. A prestigious place
Comfortable and habitual life, feel home BAKU INTERNATIONAL VILLAGE to live. Self-respect and global connection.
and safe. Status.
BRAND SCENARIOS
23. Benchmark
International City’s multicultural
population translates into a
multifaceted community where
diversity is no hindrance to harmony,
where being yourself is the best
fashion statement, and where
strangers are merely friends you
haven’t met.
BRAND SCENARIO 1
24. LIVING AND WORKING
INTERNATIONALLY WE GET USE
TO CERTAIN STANDARDS
OF SERVICE AND COMMUNICATION
WE FIND EVERYWHERE WE GO
BRAND SCENARIO 1
25. ME AND MY FAMILY
GET USE TO THE IDEA OF DIVERSITY
WE MEET IN DUBAI, SHANGHAI OR
BAKU
BRAND SCENARIO 1
26. WE GET USE TO LIVE
IN THE UNITY OF UNLIKES –
ALIA UNITATE
BRAND SCENARIO 1
53. WE CAN ILLUSTRATE THAT WE
BELONG TOGETHER WITH A
CONSTELLATION
BRAND SCENARIO 3
54. WE CAN ILLUSTRATE THAT WE
BELONG TOGETHER WITH A
CONSTELLATION, WHERE EVERY STAR
IS ON A SAME LEVEL
BRAND SCENARIO 3
55. WE CAN ILLUSTRATE THAT WE
BELONG TOGETHER WITH A
CONSTELLATION, WHERE EVERY STAR
IS ON A SAME LEVEL AND
BAKU IS ONE OF THE STARS
LIVING AND WORKING
INTERNATIONALLY WE GET USE
TO CERTAIN STANDARDS
OF SERVICE AND COMMUNICATION
WE FIND EVERYWHERE WE GO
BRAND SCENARIO 3
70. CONTENTS
1. PROJECT OVERVIEW
2. BRAND SCENARIOS AND DESIGN CONCEPTS OVERVIEW
3. FINAL BRAND APPEARANCE
YOUR BRAND NEW APPEARANCE FWDBrands
71. FLAGS’ ELEMENTS DISTORTION
NOT A VERY
SOPHISTICATED ORNAMENT
NOT A VERY
SOPHISTICATED FORM
YOUR BRAND NEW APPEARANCE PROBLEMS TO BE SOLVED FWDBrands
72. FROM A FLAG TO SEVERAL FLAG RELATED ELEMENTS AND MORE COMPLEX ALGORITHM
YOUR BRAND NEW APPEARANCE SOLUTION FWDBrands
73. before after
YOUR BRAND NEW APPEARANCE RESULT FWDBrands
94. Final Refinement
Refinement
Design
Names
MOSAIK ULDUZ ULUS ONE SKY
Routes
DIVERSITY PERSONAL INTERNATIONAL GLOBAL STATUS
Scenarios
Insight
Expats BAKU INTERNATIONAL VILLAGE Locals
Positioning
YOUR BRAND NEW APPEARANCE FWDBrands
95. Final Refinement
Refinement
Design
Names
MOSAIK ULDUZ ULUS ONE SKY
Routes
DIVERSITY PERSONAL INTERNATIONAL GLOBAL STATUS
Scenarios
Insight
Expats BAKU INTERNATIONAL VILLAGE Locals
Positioning
YOUR BRAND NEW APPEARANCE FWDBrands
96. TISA IS ONE OF THE MAIN COMPETITIVE ADVANTAGES OF BAKU
INTERNATIONAL VILLAGE. LET’S INLINE THE SCHOOL BRAND WITH OUR
IDEA OF DIVERSITY ON ONE HAND AND SHOW OUR SOCIAL
RESPONSIBILITY ON ANOTHER.
YOUR BRAND NEW APPEARANCE FWDBrands
97. TO ILLUSTRATE DIVERSITY WE’VE CREATED A MODERN PATTERN
BASED ON TRADITIONAL KUFIC ORNAMENT TECHNIC...
YOUR BRAND NEW APPEARANCE FWDBrands
98. ...AND AN IDENTITY WHICH IS VERY FLEXIBLE IN IMPLEMENTATION
BUT STILL VERY POWERFULLY COMMUNICATING
OUR BRAND IDEA
YOUR BRAND NEW APPEARANCE FWDBrands