Living space turned brand – Branders created a brand identity for a new urban district in the Bernese city of Thun.

Background

"Selve" is the name of a new, urban city district in Thun. Located in a preferential setting bordering on the river Aare, it looks back on a checkered history. Over one hundred years ago, Gustav Selve constructed the "Schweizerische Metallwerke" (Swiss Metal Works) on the former grazing land. The company was a major employer in the region and coincidentally wrote Swiss industrial history. Until its closure in 1993, the corporation was closely involved in the development of Thun. In the year 2000, the Canton of Bern, along with the city of Thun, acquired the old industrial premises at auction. Since then the neglected premises have been cleared away and the area made available to investors in order to develop a new city district.

Branding, a successful marketing concept which is firmly established when promoting companies and products, lags behind when it comes to the marketing of locations and entire regions in Europe. Yet real estate can also be linked to a brand. And it is not merely a question of stylish logos, elaborate websites and glossy prospects. Crucial factors entail comprehensive planning, creation and communication of a new district or large construction project. Working closely with other partners, Branders supervised the real estate branding of the urban district "Selve".

Working closely with other partners, Branders carried out the real estate branding for the city district "Selve" in Thun. The brand consultancy provided input at the various planning, creative and communication stages which were aimed at evolving a district optimally tailored to the needs of future residents.

Executed in clean-cut, modern architecture, the attractive mix of employment and leisure opportunities as well as cultural and gastronomical venues set the urban tone of "Selve". Moreover, the generous new city park covering over 7'000 m2 and the stunning mountain vista bestow a close-to-nature quality upon the district. This combination of urban and natural space embodies the basic concept behind the real estate branding of "Selve". The idea is to attract people seeking a personal and working environment that is both urban yet close to nature.

"Selve’s" offer consists of residential area for families, as well as younger and older couples who have an affinity to nature while also appreciating the amenities of urban life. Once established, this target group definition flowed into all the relevant stages of the project conception and realization.

Like the housing development itself the "Selve" logo reflects this close-to-nature yet urban location. The concept draws on two color elements to symbolize city and nature, both contrasting and yet connected at the same time. Additionally, a simple and clear shape to underscore the modern and crisp aspect of the district was chosen for the design of the logo.

The graphic elements were customized to match the fundamental concept. They too display contrasts and depict people surrounded by modern architecture or by a combination of natural and architectural elements. The imagery intends to reflect the "Selve" lifestyle and offer the residents an image to identify with. The people, the natural surroundings and the living space become the lifestyle mainstays and transmit the essence of the new residential district.

All points of contact necessarily communicate uniformly and consistently on behalf of the "Selve" district to capture the attention of the target group as a modern, close-to-nature yet urban residential space in the middle of the city.

The brand design makes the new positioning come to life: Selve, the modern, fresh and urban district.

Real estate branding flows into all facets of the "Selve" project - the architecture, the outdoor concept, the target group and the brand appearance.

Website: http://www.selve-thun.ch

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