Wednesday, March 18, 2009

New Identity -Groupe Immobilier Pettigrew

Groupe Immobilier Pettigrew is a small real estate company which only deals with high end commercial spaces.

The communication challenge that the nature of their business was bringing, was calling for something high-end enough to attract the right clientele. A big game of perception had to be won as it is a key element in the natural positioning of the company.

See for every product, has a psychological price tag attached to it. This price tag will determine how we perceive a product and to what category it belongs to; entry level, intermediate or high end. When you introduce a product to the market, there’s a few thing you need to take into consideration.

Before anything if you didn’t do it yet, please do some research and know where you belong in the market. A price isn’t simply, “I have a product, it costs xyz to make, I can sell it for whatever so let’s do it and we’ll be rich!” Determining where you belong in the market is a price VS quality issue and has very little to do with your true cost (from a perception point of view).

Take Lexus as an example, let's pretend we are back in 1989 and Toyota is coming on the market with a car that is exactly the same as a Mercedes but costs only $35,000. Would you believe it? Maybe right off the bat you would say yeaaah duhhhh! But then, you would probably have a second thought: “Wait a minute, Mercedes cost at least $70,000 so how in the world am I gonna have an equal value for so cheap? On top of that, it wears the tag Toyota…Toyota makes great cars but it surely doesn’t compare with a Mercedes, at least the feel wouldn't be the same”. Now let’s say Toyota introduces a luxury line of vehicles called Lexus. It’s supposed to be as refined as Mercedes but since the line is less known, it sells for $10,000 less. Now it makes perfect sense right (Guess how Korean cars were able to make it in North America)?

How does that relate with real estate? Well, the right positioning prequalifies your leads. It will look too expensive for the guy who’s looking to start a small convenience store in a bad neighborhood of Sin City and will be right on target for the attorney firm that wishes to expand in a new building.

The important thing to remember here is that you and the quality of what you offer need to be in line with your client’s expectations. Otherwise will end up creating disappointment and this is how you end up burning a name.

So, using principles and philosophy described in my post of December 7th, I chose to go with a modern look (which is almost a tribute to the Bauhaus School in Germany). Since they are dealing mostly with office spaces, I chose to shape the “P” as if it was an office building, only using lighting contrasts to shape the idea of the building and the 3 dimensional effect. The typography is classic and clean which supports the idea of high-end office buildings.

I very much enjoyed working on this project, and your thoughts on this identity work are more than welcome.

David Morin B.V.A.
Brand Artist

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