PARCEL F
BRANDING CONCEPTS JULY 11, 2014
TABLE OF CONTENTS Concept 1: THE “IT” LIFE Concept 2: HIGH TOUCH MOBILE LIFE
Concept 1:
WELCOME TO THE “IT” LIFE
FEEL IT. LIVE IT. BE IT.
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CONCEPT CONTENTS: DEFINING THE “IT” LIFE TARGET DEMO: WHO IS “IT”? BACKGROUND: WHAT IS “IT”? POSITION: GET MORE OF “IT” INTERIOR STYLE: LIVING “IT” AMENITIES: “IT” FEATURES PR OPPORTUNITIES: EXTENDING “IT” PHOTO STYLE: THE “IT” LOOK BROCHURE: SELLING THE “IT” LIFE
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TARGET DEMO: WHO IS “IT?”
MEET YOUR NEIGHBORS The “IT” PLACE ATTRACTS SOPHISTICATED EXPERIENCE SEEKERS WHO LIKE TO KEEP THEIR LIVES INTERESTING AND UNPREDICTABLE.
Always on the lookout for what’s next, Manila’s young professionals need to satisfy their social, artistic, and cultural appetite. Focusing on CREATIVITY AND COMMUNITY, the selfie generation defines luxury not by money but by the
COOL FACTOR.
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BACKGROUND: WHAT IS “IT?” The IT PLACE is a visual, sensorial, conceptual and pleasure-filled adventure. The VIBRANT, MIND-OPENING environment encourages DISCOVERY AND INTERACTION. Parcel F speaks to the energetic, up and coming professionals, and encourages them to GET MORE OUT OF LIFE.
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POSITION: GET MORE OF “IT”
What are you waiting for? Your IT LIFE starts here
FEEL IT. LIVE IT. BE IT. GET MORE OUT OF LIFE AT PARCEL F.
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INTERIOR STYLE: LIVING “IT”
VIBRANT. WELCOMING. ECLECTIC. • HIP BOUTIQUE HOTEL STYLE • COLORFUL INTERIORS FULL OF ART AND PATTERN • FILLED WITH GLOBAL TOUCHES, CURATED FEEL • GRAPHIC MURALS AND RESORT LOUNGE FURNITURE 8
AMENITIES: “IT” FEATURES MUNIT M O C ” IT “ E H T G BUILDIN
Y
WHENEVER” R E V E T A H PERKS: “W ery eliv • Grocery D n site do • Fresh Foo er • Dry clean ierge • Dog Conc w • Bike Borro ign Services es • Move-In D
OOM” “THE BACK R Bar Lounge PM Mixer” • “5
ROOM” “THE LIVING chens it • Outdoor K as ban • Beach Ca pits ire • Outdoor F
OM” “THE FIT RO orkout Group W • Member’s lub • Running C s ate • Yoga & Pil Training • Personal
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AMENITIES: WHAT MAKES “IT” DIFFERENT
SUPER AMENITY:
THE ACTIVE LIVING ROOM A flexible and unprecedented blend of amenities, ser vices and happenings that ENRICH, EMPOWER and ELE VATE the IT life. Entertain guests in one of the outdoor gourmet kitchen and dining areas. On chilly evenings, cozy up near the fire place or fire pits and watch the sun set over skyline. The Active Living Room provides an energizing sanctuary steps away from everything, offering an extension of your personal unit in a communal space. 10
PR OPPORTUNITIES: EXTENDING “IT”
• Spaces facilitate activities: unique programming • Capitol Commons Restaurant & Bar Meet Ups • RiverParc workout groups • Sell the “IT” place by engaging with a DIY approach to someone’s new place • How to cook: behind the scenes • How to decorate: before/after makeovers • How to meet your neighbors: mixers & mixology classes 11
PR OPPORTUNITIES: EXTENDING “IT”
ENGAGING WITH THE CREATIVE COMMUNITY • Work with local bloggers to stage lifestyle photoshoots • Hire a styling blogger for decorating showrooms • Throw a “welcome home” launch party • Inspire tenants to decorate their places, show via Instagram #MYPARCELF 12
PHOTO STYLE: THE “IT” LOOK
FRESH MOMENTS • Tell a “Day in the life, behind the scenes at my new place” story • Showcase “My Home, My Life” through detailed, personal shots • Vignettes of amenities and interiors 13
BROCHURE SAMPLE: SELLING THE “IT” LIFE
LARGE TYPE
PERSONAL VOICE BOLD COLORS THE INSIDE R’S GUIDE TO THE
It Life
BROCHURE AS FASHION LOOKBOOK “PHOTO ALBUM” COLLECTION OF PHOTOS
“THE IT GUIDE” tells the story of living the insider life. Showcasing decorating trends and lifestyle activities, the IT LIFE GUIDE follows the “it girl” and her group of friends around through their day at Parcel F. Pages are a collection of moments, brimming with vibrant patterns and colors, capturing what life will be like at 14 Parcel F.
CONCEPT 2:
HIGH TOUCH MOBILE LIFE
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TABLE OF CONTENTS: HIGH TOUCH MOBILE LIFE BACKGROUND: WHY THE MOBILE LIFE? TARGET DEMO: GENERATION MOBILE OVERVIEW: WHAT’S THE MOBILE LIFE? POSITION: MY LIFE ON THE GO INTERIOR STYLE: HIGH TOUCH MOBILE LIVING AMENITIES: MY LIFE AT PARCEL F MOBILE LIFE TRANSLATED: MY PHOTOS BROCHURE: MY MOBILE LIFE
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BACKGROUND
WHY THE MOBILE LIFE? THE MOSTLY FILIPINO BUYERS ARE AN ASPIRATIONAL MARKET LOOKING TO UPGRADE THEIR LIVES. WITH ESTABLISHED CAREERS, THEY ARE LOOKING FOR A DYNAMIC URBAN LIFESTYLE. THE WAYS PEOPLE MEET, LIVE, LEARN AND WORK HAS BECOME MORE CONNECTED AND INTERACTIVE. PHYSICAL LIFE IS MOVING TO THE CLOUD. TECHNOLOGY IS BECOMING SEAMLESSLY INTEGRATED INTO EVERYDAY LIFE, AND HOUSING SHOULD RESPOND TO AND EMBRACE THE MODERN LIFE ON THE GO.
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> ALWAYS GOING, FAST PACED
WHO IS
GENERATION MOBILE? GENERATION MOBILE LOOKS TO CONNECT WITH WHERE THEY LIVE. ALWAYS GOING, GENERATION MOBILE NEEDS AN ENVIRONMENT THAT KEEPS UP. APPRECIATING CLEAN, SLEEK DESIGN THAT MATCHES THE DEVICES THEY LIVE THEIR LIVES ON, GEN M IS TECH CENTERED AND FAST PACED.
> TECH CENTERED
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WHAT’S THE MOBILE LIFE?
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> THE MOBILE
LIFESTYLE AT PARCEL F SUPPORTS LIFE AS YOU LIVE IT -
WIRED, BOLD & AT YOUR SPEED
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WHAT’S THE POSITION?
MY LIFE ON THE GO > I GRAB BREAKFAST DURING MY CONFERENCE CALL
PARCEL F DEFINES THE MOBILE GENERATION BY PROVIDING A PLACE THAT UNDERSTANDS THE PACE AND NEEDS OF
A LIFE THAT IS ON THE MOVE AND LIVED WITHOUT BOUNDARIES
> MY FRIENDS
> PROJECTS ARE
> MY IPAD IS MY OFFICE
> I WORKOUT BETWEEN MEETINGS
AND I MEET UP SPONTANEOUSLY AT THE TIPSY PIG
DREAMED UP DURING MY MORNING JOG
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WHAT DOES THE MOBILE INTERIOR FEEL LIKE?
HIGH TOUCH MOBILE LIVING CREATIVE
YOUTHFUL
CONNECTED 25
WHAT MOBILE AMENITIES ARE OFFERED?
MY LIFE AT PARCEL F > MY SCREENING ROOM. WHERE I’M WIRED TO THROW A HIGH TECH PARTY
> MY OFFICE... A NETWORKED OFFICE IN MY BUILDING THAT HAS A PRINTER, SCANNER, COMPUTER STATIONS AND VIDEO CONFERENCE ROOM
> MY GYM... MY PERSONAL TRAINER AND MY FAVORITE EQUIPMENT HELP ME CUSTOMIZE MY
> MY CAR... IS ALWAYS READY TO GO WITH ELECTRIC CAR CHARGING IN PUBLIC SPACES
WORKOUT...
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WHAT’S THE SUPER AMENITY?
MY MOBILE LIFE APP
THE SUPER AMENITY IS AN APP FOR RESIDENTS TO INTERACT WITH EVERYTHING LIFE AT PARCEL F OFFERS. FIND INSPIRING CLASSES FLEX MUSCLES WITH MY RUNNING CLUB, HAVE FUN AT LOCAL EVENTS, GET FUEL IN NEIGHBORHOOD RESTAURANTS, LEARN ABOUT BUILDING FEATURES, AND EVEN FLIRT WITH NEW NEIGHBORS,
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HOW DOES THE MOBILE LIFE TRANSLATE?
MY PHOTOS
BLURRED BACKGROUND WITH A SENSE OF MOVEMENT
TECH MEETS “ME” AS THE PROTAGONIST
CAPTURING THE DETAILS 28
WHAT DOES THE BROCHURE LOOK LIKE?
MY MOBILE LIFE
INSPIRED BY TECH INTERFACES MULTIPLE PHOTOS
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SOCIAL MEDIA FEED
VIDEO
WHAT DOES THE MOBILE BROCHURE LOOK LIKE?
MY MOBILE LIFE
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THANK YOU SALAMAT PO! 31