In 2018, we were commissioned by Greystar to provide creative directions and further develop OurDomain, a new brand and player in the Netherlands for serviced living. The main goal was to enhance the brand concept and strategy in order to
reflect the needs and expectations of the target audience- professionals, young professionals and PhD students who lead a fast-paced urban lifestyle.
The project was impacted by the time pressure to meet planned opening dates of new locations.
From the brand concept development to user-friendly website and brand activation strategies – we helped OurDomain brand come to life and uplift it to a new standard of services living.
The brand identity and visual language were created around the key messages of comfort, convenience and feeling of home.
OurDomain approached us with initially created brand identity that was in need of enhancement at multiple levels. We developed on the existing brand identity to capture its essentials and to navigate further the creation of brand and marketing assets, allowing playfulness and respecting consistency principles. As a result, we delivered two books
(Brand Book, Brand Manual) as well as developed additional guidelines to define and enhance the brand on all aspects: OurDomain logo & its different variations, unique characterisation of the brand colour palette concept, and extension to OurDomain’s visual universe – brand collateral, patterns, merchandising, signage among others.
Alongside the Brand Book, we crafted and developed, through a process of Brand enhancement, a Brand Manual that gives a detailed rundown of rules and guidelines to each of the design elements OurDomain brand needs to be consistent in. Overall, brand guidelines were compiled into several main chapters that run through the basics of branding: right from the correct logo usage, the categorisation of colour
palettes and iconography, down to the tone of voice and communication guidelines. It also includes concise and detailed design explanations of stationery, merchandising, patterns, spatial graphics, signage and more. With all of these elements combined, Brand Manual along with Brand Book provides OurDomain
a framework of consistency which in turn leads to an establishment of a lasting brand.
As OurDomain’s brand identity became more defined, we applied the brand principles and brand guidelines to a vast array of brand & marketing assets which together comprehend the visual universe. We methodically designed coherent and consistent
iconography, unique patterns, merchandising, posters, rollups, stationery, and more; all with one mission in mind, to evoke the brand’s essence and its new identity.
To capture the most recent market trends and differentiation opportunities, we did a competitor analysis focused on customer journey, sales approach and brand & marketing materials (digital & print). Furthermore, few months prior to the official start of rental period, while the buildings of first OurDomain site where still under construction, we designed marketing & lease up collateral to kick off the sales of OurDomain Amsterdam Diemen. We created a comprehensive set of fact sheets for each of the rental
options, a brochure which included all information for future residents, and showcase boards for the onsite lease up office. To ensure a seamless connection across all customer journey points, we also focused on the online communication. With goals to increase OurDomain’s brand awareness and conversion rates, what followed next was the set up of email marketing, along with the creation of a variety of email templates catered to each category in the brand’s intricate tenant selection criteria.
We developed a complex and multi-page website that hosts separate landing pages for each of the brand’s properties. OurDomain website provides a clean user flow, complete conversion-optimised registration and booking forms – connected seamlessly with email marketing tools. In addition, we integrated OurDomain’s booking platform.
In order to report weekly & monthly activities on both website and other social media channels, we set up various digital marketing tools. Moreover, we assisted in creating keyword-rich UX copy and performed the SEO optimisation of the website on a monthly basis.
We designed a wide range of custom signage solutions for OurDomain, starting from way-finding (both indoor and outdoor), to wall and window spatial graphics. With all of the elements remaining coherent with OurDomain’s brand identity, signs were
designed to serve several purposes: promoting, directing, drawing target audience’s attention and maximising OurDomain’s brand visibility and recognition.
Over the course of 10 months we collaborated with Greystar to shape and uplift the OurDomain brand to a new standard of serviced living. The impact of our work resulted in over 2K leads, a base of 20K users, page views exceeding 120K
and website traffic for traffic for more than 90 countries. We are gratified to have been part of this journey and look forward to seeing the brand growing and expanding.