Background
Ask Developments are a forward thinking development company who create multifaceted life spaces for future facing companies and individuals. Ask Developments latest venture is the creation of 224 new build flexi-space apartments in the city centre focusing on the innovative use of space. This development offers a radical new way of living with clever uses of space and multifunction furniture, with an emphasis on convenience and quality without the compromise usually found with apartments of this nature as the owner is not required to move furniture around in order to perform his/her daily routine. Ask developments are defining a new category within home building as there is no competitor currently approaching the market in this way.
Brief
Ripe were asked to create a name and a brand for this product considering the following elements:
Brand Positioning
Target Consumers
Customer Value Proposition
Brand Essence
Brand Character
Customer Benefit
Brand World, Tone and Manner
Solution
Ripe created the abito brand to reflect the innovative, clever and funky feel to the apartment model. It mirrors the competencies of the developments as being excellent quality, at the cutting edge of design and clear value for money.
A brand proposition document was drawn up detailing all elements and the personality of the brand.
Result
The client has been extremely well received by both the client and design team as well as the general public at its launch through a feature in the Sunday Times which coincided with the launch of the new www.abito.co.uk website which has received thousands of hits within its first week generating many quality enquiries.
Upon satisfactory reception of the brand in its primary location of Manchester, the apartments are intended to be rolled out to many other UK cities.
“The abito apartment is a unique and exciting product which required a brand and website that exhibited the same qualities. The danger in these circumstances is to avoid a gimmicky solution. Both the brand and the website have avoided this pitfall and represent superb methods of showcasing the product and have reinforced our confidence in marketing the apartments.”
Leeds
1200 Century Way,
Thorpe Business Park
Colton
Leeds
LS15 8ZA
United Kingdom
Phone: +44 (0) 113 2515166
email: info@ripe.co.uk