Tower 2
GREENHILLS
PROJECT BACKGROUND WE PRESENT SEVERAL CAPSULE CONCEPTS TO STRATEGIZE HOW TO FRAME GREENHILLS TOWER 2’s BRAND POSITION
The brand concepts all embrace the idea that this is the new Greenhills. The New Greenhills engages the urban mix of a city lifestyle. Multiple views of city life translate into multiple positions, each pitching a diverse perspective about life in the city.
INSPIRE
ASPIRE
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THE INTERSECTION COME TOGETHER AT THE CROSSROADS “AT THE CROSSROADS OF GREENHILLS: A CROSS SECTION OF IDEAS AND ATTITUDES”
PERSONAL & SOCIAL
AT THE INTERSECTION OF past and future urban escape and city life tranquility and vitality tradition and modernity
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WE ARE ALL OF THESE THINGS: A SANCTUARY A RESORT AN ENERGY CENTER A DWELLING
CREATIVE
ECLECTIC A PLACE TO CREATE ENTERTAIN RETREAT SHOP
WHAT DOES IT LOOK LIKE? VIBRANTLY COLORFUL, A CRISSCROSS OF MATERIALS, AN ECLECTIC STYLE WITH A HIGH & LOW MIX
PERSONALITY: FUN & UNEXPECTED A LITTLE BIT OF THEATER A LITTLE BIT OF QUIRK A POP OF COLOR COMFORT & STYLE
THE LOBBY IS THE NEW EVENT SPACE
WHAT HAPPENS HERE? SPACES ARE HYBRIDS. AT THE INTERSECTION, WORK AND PLAY MIX. AT THE CROSSROADS, LEISURE COEXISTS WITH URBAN.
HOME + RECREATION + RETREAT + WORK INTERSECT HERE
HOW CONCEPT CONNECTS WITH SALES MATERIALS • MULTIPURPOSE PIECES • CLEVER MESSAGING • COLOR + JUXTAPOSITION • A “COLLAGE” APPROACH TO PATTERN + PHOTOS
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THE NEXT Rather than looking back, we are looking forward. The new tower at Greenhills is a place that’s all about the NEXT. It's for Generation NEXT. NEXT is all about cutting edge technology, green building practices, and being ahead of the trends. What’s NEXT for Greenhills?
NEXT is BOLD. NEXT is CONFIDENT. NEXT EXPLODES WITH EXCITEMENT FOR ITS FUTURE.
The NEXT big thing The NEXT Greenhills
NEXT in fitness NEXT in tech NEXT IN HEALTHY LIVING
NEXT RETHINKS THE
ENERGY OF THE FUTURE
WHAT DOES ‘THE NEXT’ LOOK LIKE?
THE LOOK IS INSPIRED BY A TECH START UP. PLAYFUL & CLEAN, MODERN NOT COLD, GREEN INNOVATION
BRAND ATTRIBUTES
SPORTY ENERGY CLEAN & GREEN MODERN TECH
THE LOBBY IS THE NEW EVENT SPACE
THE GYM IS THE NEW SOCIAL ZONE
WORKSPACE IS FLEXIBLE
FURNITURE IS SMART
WHAT HAPPENS HERE?
NEXT INSPIRES NEW WAYS OF LIVING, NEW VIEWS ABOUT HOME
HOW CONCEPT CONNECTS WITH SALES MATERIALS • SPORTS BRANDING INSPIRATION • SMART MESSAGING • MEDIA IS IMPORTANT • RETHINK THE BROCHURE: NEW FORMAT + MATERIALS • POP OF COLOR
COME HOME Again This concept positions the selling of Greenhills Tower 2 as “Coming Home Again.” It embraces the nostalgic values of the Greenhills’ heritage, and appeals to the value of a home as a community with history. Tradition is reborn at the new Greenhills, rising from the heritage of the past and looking towards the future.
Looking Back With Nostalgia IT’S NOT YOUR PARENTS’ GREENHILLS COME HOME AGAIN BUT BETTER MEMORIES & TRADITION
BRAND ATTRIBUTES
WARM NOSTALGIC INVITING TEXTURED
WHAT DOES IT LOOK LIKE?
URBAN RUSTIC
INVITING LIVING ROOM WARM COLORS COMFORTABLE MATERIALS
WHAT HAPPENS HERE?
URBAN GARDEN
COMMUNAL DINING INDOOR/OUTDOOR
COME HOME AGAIN plays off of nostalgic values of tradition. Its activities embrace the idea of home, warmth, community & nature. Food is an integral part of coming together, so the social areas provide space for eating together and socializing around food.
HOW CONCEPT CONNECTS WITH SALES MATERIALS • SEPIA TONE PHOTOS • GOLD FOIL • CRISP WHITE + BROWNS
ILLUMINATED LIVING
FROM ITS BRILLIANCE EVERYTHING IS ILLUMINATED
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BRAND ATTRIBUTES
SHARP MODERN HIP COOL
IN A NEW LIGHT: NEW VISION FOR GREENHILLS This concept celebrates new vision with light. You see what is hit with light. Interiors will be light filled. Your are surrounded by city lights. Light is associated with clarity, with knowledge, with newness, and with energy. Light creates different moods: light can be high energy, exciting. Light can be mellow, romantic. This concept plays off the idea of light, and life coming into light.
WHAT DOES IT LOOK LIKE? GLAMOROUS OF YOUTH ILLUMINATED LIVING FOCUSES ON THE CONTRAST OF LIGHT AND DARK. BUILDING MATERIALS WILL BE DARK GRAYS AND BRIGHT WHITES. THE INTERIORS WILL USE WHITE & BLACK TO CREATE SHARP AND MODERN CONTRAST.
ENLIGHTENED LIVING
LIVING IN LIGHT
ILLUMINATED LIVING is an interior style and a lifestyle. It’s mod, fashionable, elegant and contemporary. It’s approachable sophistication that’s youthful and hip. It feels like a trendy hotel, a place that allows anyone to live in hip luxury for a night.
WHAT HAPPENS HERE? Light will be used as an accent to create special moments. Moods of light will shape the types of spaces we will create. From dimly lit romantic spaces that create peaceful retreats to brightly lit halls that inspire lively entertainment, light comes to life.
BRIGHTEN 路 LIGHTEN
路 SHINE 路 GLEAM 路 BLAZE
HOW CONCEPT CONNECTS WITH SALES MATERIALS • BLACK & WHITE • B/W PHOTOGRAPHY • GEOMETRIC PATTERNS The marketing language will be inspired by light. The words are associated with newness and clarity, enlightened and modern city living. IN A NEW LIGHT SHINE DO SOMETHING BRILLIANT EVERYDAY CHOOSE THE BRIGHT SIDE TURN YOUR LIGHT ON