Severo246

Building the brand identity of a real estate project

An open office space with modern chairs and small tables surrounded by greenery and natural light. A large number "246." is superimposed in blue text across the center of the image. The floor is carpeted in teal.

Sector

Real Estate

Tools

Naming, payoff, brochure, website, social media, digital advertising

Description

Designed to meet the daily, professional, and personal needs of contemporary professionals, 246 is a building located between Rome and the EUR district. It has been the main core of an urban redevelopment project that required tailored rebranding.

Naming

Facing one of the most important road junctions connecting the EUR to the heart of the capital, the name of the renovated building originates from its civic number, Via Alessandro Severo 246.

A large white number "26." is prominently displayed in the center of the image, covering a background of a modern multi-story building with several windows and architectural features. The background appears to be tinted in a blue hue.

Logo

A numerical logo characterized by voids and solids, where the payoff becomes the foundation. It also simulates the architectural structure and the modularity of 246 spaces.

Payoff

Matched with the numerical name, the creation of an explanatory payoff became necessary. To highlight the strategic location of the building and emphasize the target audience, it was chosen the CrossingBusiness duo.

A modern office building with a glass facade stands prominently. The words "CROSSING BUSINESS" are superimposed in bold letters across the center of the image. Several floors and windows are visible, with some lights on inside the building.

Brochure

Both digital and paper brochures are fundamental tools for tenants. These are informative materials that describe the structure peculiarities.

A modern magazine spread features images of contemporary office buildings. The left page shows a cover with a multi-story building design. The right pages display night views of similar buildings and a section with a well-lit, sleek interior office space.

An open magazine displays a blue-gray map overlay covering two pages, with icons and markers indicating various locations. Italian text on the left page reads, "L'HQ che da Roma guarda al futuro," detailing future developments. Tabs on the right edge feature numbers.

Website

Both for the strategic location and the structure itself, even before its rebirth, 246 was revealed as an ideal office location. With the redevelopment project, the mission of the building is renewed, while the design and launch of the website further contribute to attracting tenants and entrepreneurs from the digital transformation sector.

Used technologies

Social media

An institutional communication, with a business-oriented yet friendly tone. Planned on LinkedIn, 246 PED is aimed at professionals, with the goal of expanding the user base to new and unexpected targets and potential tenants.

A smartphone displaying an app interface with the map location of "Sevrev 206" at the center. Surrounding the phone are six images of various modern office spaces, each labeled "2.6." The office spaces include a gym, a terrace, meeting rooms, and work areas.

Digital Advertising

To reach the right target audience, digital advertising campaigns were created on Google, in addition to social media campaigns, capable of summarizing 246 new identity and conveying it online.

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