Real estate credentials - SCG LONDON by Martina Tararuj

Real Estate Credentials

SCG London

Established over 20 years

Global experience

- - - -

London based Independent company Long-term client relationships Collaborative team approach

Mature & emerging markets Europe, Middle East, Asiaâ&#x20AC;Ś Working in Russia since 1998 Over 100 Russian/CIS clients

Our Experience: Services: Design WideConcept Ranging Portfolio

Real Estate

Corporate

Financial

Retail

Our Clients Includeâ&#x20AC;Ś

Yeni GLOBEX BANK logosu

Eski GLOBEX BANK logosu

Example 1: The latin logotype in horizontal format reversed white-out of background colour

Example 2: The latin logotype in horizontal format within the exclusion area (freespace)

SCG London: Real Estate Branding & Design

What we do

Who we are

Our team

Branded Architecture Branded Environments Marketing Communication

International Multidisciplinary Multichannel

Marketing Consultants Graphic Designers Digital Designers Interior Designers

" We add value to assets

Architects

Project Managers

Our Expertise: Real Estate Branding & Design

Our work covers many different types of developments - Shopping & Leisure Centres - Offices, Business Parks & Business Centres - Workplace Environments - Recreational Parks - City Developments - Residential Developments & Townships

Over 40 real estate projects in CIS & Europe New build concepts Revitalisation/ repurposing existing developments

Our Expertise: Real Estate Branding & Design

We create destination brands - Competitive differentiation - Enhanced user experience - reputation and loyalty - Setting the guiding principles for all parties - Optimising return on investment

Our creative concepts achieve a distinctive

Brand Synergyâ&#x201E;˘

Our Services

Strategy

Design & Communication

" Building successful brands requires a combination of analytical, creative and practical expertise

Implementation

Our Services: Strategic Concept

Briefing

Brand strategy

Communications strategy

- Market Knowledge - Trading and Operational Criteria - Competition - Target Customers

- Vision - Values - Personality - Naming

- Brand Strapline & Messages - Print & Advertising Communications - Digital Communications: - Website - Social Media

Our Services: Design Concept

Brand identity

Destination design

Interior treatments

- Logotype - Typography - Colours - Applications - Architecture, Signage, Print, Digital

- - - - -

- DĂŠcor, Lighting, Materials, Finishes - Features, Fixtures, Furniture

Architecture Briefing & Principles Concept Direction Wayfinding, Signage & Graphics Planning, Circulation & Zoning Digital Communications - External and internal

Site & external building treatments - Lighting - Signage

- Finishes - Features

Our Services: Communication Concepts

Marketing communication

Corporate culture

- Advertising Concepts/Style Guides - Promotional Concepts - Loyalty Cards - Brochures & Leaflets Design - Website Design - Social Media Concepts

- - - -

Internal Communications Intranet, Newsletter Staff Recruitment & Induction Packs Workplace Environments

Our Services: Detailed Concepts & Implementation

Brand guidelines

Design direction & support

- Instructions for use of brand identity and all design/ communication elements

- - - -

Advice & supervision to ensure integrity of concept design Architect, Contractor & Supplier Briefings Monitoring Drawings & Specifications Site Visits

Kaleidoscope

Mixed Use Development In Moscow, Russia • GBA 119,000 sqm (Retail 41,000 sqm, offices 8,300 sqm) • GLA 41,000 sqm • Underground parking for 932 slots • Brand inspired by concept of a multi-coloured Kaleidoscope - ‘Always different, always yours’ • Venue for all occasions, bringing retail, entertainment and business together in one place

Our Role:

Brand name, strategy and positioning, brand identity and communications, signage, centre design (interior/exterior), website, marketing.

Kaleidoscope

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WELCOME!

CINEMA

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800

Kaleidoscope

600mm

Ледовая Арена

Мы открыты каждый день с 10.00 до 22.00 (кинотеатр и боулинг до 02.00) Адрес: Химкинский бульвар 111, (м. «Сходненская») Москва – найти на карте

Фуд Корт

400mm

Newsletter

Тел. +7(495)725 0100

Меню

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Как нас найти

Услуги

Кинотеатр

Инфраструктура Арендаторы Планы этажей

> By Metro At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis

Галерея

> By Car At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis

Видео

> By Bus At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis

Контакты Как нас найти

Видео Follow us:

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> О нас > Запросить брошюру > Скачать презентацию 115

> Информация о сдаче в аренду

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ПОСМОТРЕТЬ

Ice skating

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Real Estate: Emerald City: Shopping Centre â&#x20AC;˘ Parking for 750 slots $"-*%+'

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â&#x20AC;˘ Opening September 2013 About SCG London | Retail | Financial Services | Real Estate | Corporate and â&#x20AC;˘ Employer LocatedBranding in largest scientific, cultural

and industrial centre in the Siberian federal district â&#x20AC;˘ Drive catchment of 264,963 people (48% of city population)

Real Estate: Emerald City: Business Centre

Retail | Financial Services | Real Estate | Corporate and Employer Branding

â&#x20AC;˘ Centre brand draws on key themes from story, â&#x20AC;&#x2DC;The Wizard of the Emerald Cityâ&#x20AC;&#x2122;, written by Tomsk-based author

Our Role:

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3EARCH

$! Monday Tuesday Wednesday Thursday Friday Saturday Sunday

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Branding, overall concept for exterior and interior design, signage and communications.

Talisman

Shopping Centre In Izhevsk, Russia • GBA – 45,000 sqm • GLA – 22,000 sqm • Parking for 840 slots, including 172 underground slots • Opened December 2009 • Has the biggest leisure zone in Udmurt Republic - 5,100 sqm • Catchment area of over 300,000 people • Modern European style shopping and entertainment centre combining innovative architectural solutions, functional layout and high-quality tenants

Our Role:

Naming, branding, exterior and interior design, signage & communications.

Royal Park

Shopping Centre In Novosibirsk, Russia • GBA – 70,000 sqm • GLA – 35,000 sqm • 4 levels • 112 tenants (including many flagship stores), food court, playground, 15 m fountain • Underground parking for 800 slots • Project investment – USD 42 mln • Awarded ‘Best Large Shopping Centre Award’

Our Role:

Branding and communications, exterior, interior and signage design.

Shopping & Entertainment Centre In Krasnodar, Russia • Destination development on 45 hectares of land • GBA 227,000m2, GLA 164,000m2 • 3 levels • Value - EUR200m • Dynamic brand and the architectural concept • Flagship project of a planned programme of combined retail and leisure centres across Russia. • 7 anchor stores, 1 hypermarket, 21 MSUs and a further 201 retail units. Leisure concessions include multiplex cinema, 24 food outlets, kids centre and games zone.

Our Role:

Creation of name and brand identity to appeal to all audiences – customers, tenants, staff and investors. Integration of brand into exterior architecture

City Mall

A Vibrant Brand For Sakhalin 4.2

ПОЛИГРАФИЯ И ГРАФИКА 4.3 Варианты дизайна ПОЛИГРАФИЯ рекламных плакатов И ГРАФИКА

Отдыхай со вкусом Лучшие кафе и рестораны Ещё любых работаешь до, ты без глупые стоить. На тд обеда программы, то или идея получат.

стар гэлакси Отдыхай со вкусом

Ежедневно с 9.00

Лучшие кафе и рестораны

отдых и шоппинг для всей семьи

• A new shopping and leisure centre on Sakhalin island, one of the far eastern provinces of Russia near Japan.

быть разноцветными или одноцветными. Дополнительный логотип должен быть

Формат плакатов базируется на размерах размещен в центре пакета. бумаги А, применяемых в Европе, и может ПРИМЕЧАНИЕ: НЕ меняйте форму быть легко масштабирован для любых арки и радиус пересекающихся кривых. Их размеры и форма определены других размеров. корпоративной текстурой и являются необходимым условием последовательного использования бренда.

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• Our brief was to develop a visual

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отдых и шоппинг для всей семьи

Предлагаются три стиля рекламных плакатов. В каждом из плакатов Carrier Bag присутствуют элементы фирменного стиля Фирменные пакеты с изображением для созданияэлементов разнообразных изображений. корпоративной текстуры могут

identity solution andOPTIONS make СИТИ МOЛЛ ВАРИАНТЫ ТОТЕМОВ - TOTEM

recommendations that could be adopted into the fabric and construction programme without causing disruption to the design and building process.

СИТИ МОЛЛ САХАЛИН_РУКОВОДСТВО ПО БРЕНДУ 2006

• We created a vibrant symbol for the mall that flows throughout all elements in exterior treatments, interior concepts and communications. • Five, brightly coloured discs in a circle achieve a high impact, memorable signature that can be interpreted in different ways – the five theme areas of the mall, a winter snowflake, a summer flower. • The brand also represents a community working together and provides a vibrant symbol for exterior and interior treatments, website, marketing and promotion media.

Добро пожаловать

ПЧАСЫ РАБОТЫ ПОНЕДЕЛЬНИК ВТОРНИК СРЕДА ЧЕТВЕР ПЯТНИЦА СУББОТА ВОСКРЕСЕНЬЕ

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Opt A.

Sakhalin : 546 : PRESENTATION 5

Добро пожаловать

ПЧАСЫ РАБОТЫ

ПОНЕДЕЛЬНИК ВТОРНИК СРЕДА ЧЕТВЕР ПЯТНИЦА СУББОТА ВОСКРЕСЕНЬЕ

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Opt B.

Centrum

Brand Identity For Two Market Propositions • Centrumutveckling a Swedish

development company, required the development of two destination brands which could target two market formats – a city shopping centre for stylish lifestyle brands and customers, and a family retail shopping centre.

• We created two brands named Centrum

Boulevard and Centrum Park. Each have a common identity treatment but with a style and personality of their own. Boulevard is an urban concept with fashion stores and cafes - a city shopping environment, a place to go after work and to socialise. Park is an out of town shopping and leisure concept with big anchor stores and a cinema complex.

• The first of the planned region-based

brands, Centrum Park in Kaluga, is 47,000 square meters (and has the potential to be expanded to 80,000 square meters in the future). It provides an extensive mix of retailers together with cinemas, bowling, a children’s entertainment centre and a large food court.

Centrum

see

CENTRUM BOULEVARD : 2.6.0 EXTERNAL ELEMENTS

Moscow Prospekt

Shopping Mall In Voronezh, Russia • GBA – 60,000 sqm • GLA – 40,500 sqm • 3 levels • Project investment – USD 67 mln • 115 world renowned tenants, cinema, 6 restaurants and family entertainment centre SUMMER EVENTS:

FILMS THIS SUMMER:

JUNE: JUNE: JULY: AUGUST: AUGUST: AUGUST:

BEACH FASHION SHOW RUSTIC ITALIAN COOKING BEAUTIFY YOURSELF SPORTSWEEK WINES OF THE WORLD KIDZ PLAYDAYZ

ROCKY 6 INDIANA JONES 4 X-MEN 4 THE HILLS HAVE EYES 2 THE HOBBIT THE DARK KNIGHT

• Average daily shoppers visits 15,000 ПОЗДРАВЛЯЕМ МИЛЫХ ДАМ MАРТА 8

• Powerful brand identity in 3D form created out of mall’s initials • Finalist at the pan-Russian ‘Best Development Project’ competition

Our Role:

Branding, exterior and interior design, signage and communications. UNDERGROUND PARKING: NAVIGATION GRAPHICS

Underground car park Directional signing: Wall graphics

UNDERGROUND PARKING: GRAPHIC WALL

Pedestrian totem signing

Pedestrian signing escalator wall

Kvadrat

Mixed Use Development In Kiev, Ukraine • GBA – 42,000 sqm • GLA – 19,000 sqm • 100 Retailers • 3 levels • Average daily shopper visits 10,000 • One of the largest shopping centres on the left bank of Kiev • Centre design features a large glass prism that creates a sparkling atmospheric ambience through use of light, space and colour

Our Role:

Branding, exterior design, signage and communications.

Cinema Star

Established Cinema Chain In Moscow, Russia • Cinema Star is a leading chain of cinemas through Russia and CEE countries.

Блокнот

• Our brief was to reinvigorate and differentiate the brand. In common with most competitors, the old logo for Cinema Star featured a star symbol. It looked complicated and old fashioned as it also featured a role of celluloid film. The way that it combined different Блокнот elements together presented real signage difficulties.

Блокнот

• We transformed the brand by creating a completely new identity. Our inspiration was the cinema audience itself. We created a family of characters that can be featured separately and that come together in a simple, bold, multi-coloured brandmark.

Приглашаем Вас! www.cinemastar.ru

Название фильма 12.07.2013 Зал 6

Ряд 25

Место 12

ем лаша Приг !

Вас

Название фильма 12.07.2013 Зал 6

Ряд 25

Место 12

www.cinemastar.ru

• The result is a high impact, versatile brand that stands out from the competition and communicates the enjoyment of the cinema experience. The brand has been relaunched and the icons and speech bubble ideas successfully implemented through into a range of packaging and promotional materials.

Movie Time

Mixed Use Development In Mumbai, India • 4 floor building on 1,940 sqm of land • GBA - 5,380 sqm • Retail and leisure offers at ground and 1st floor levels • 2nd floor food court with cafés, food units and restaurant • State of the art multiplex cinema offering theultimate digital viewing experience on 3rd floor • Roof garden is a unique space for socialising, relaxation and special events • A destination experience • Striking architectural frontage maximises impact at street level

Our Role:

Conceptual development - brand strategy, identity, communications, architectural, exterior and interior design.

Integral

Office Centre In Moscow, Russia • GBA – 70,000 sqm • Office and retail premises - 32,300 sqm • State services - 8,600 sqm • Flexible service package to suit different business requirements, ranging from licensed fully furnished to traditional office space let on a conventional lease basis • 21,700 sqm above ground parking • Contemporary design based on theme of connectivity between people and technology

Our Role:

Identity, interiors, external and internal signage and wayfinding, interior feature graphics, external building features (including canopy treatment), landscaping. SCG Case studies - Integral Business Centre

Integral Business Centre Building Facade by Day

Integral Business Centre Building Facade by Night

Integral

broadcasters 38 years to reach an audience of 50 million, television 13 years, and the Internet just 4 years. In 2001 more information could be

sent over a single cable in a SCG Case studies - Integral Business Centre

second than in 1997 was sent over the entire Internet in a month.

Native English speakers represent 35% of the online population, although they are less than 10% of the world population. Native Chinese speakers represent the second largest group: 16% of the online population. Integral Business Centre Building Facade by Day

Mobile subscribers worldwide have outnumbered fixed-line subscribers. The mobile cross-over has taken place across geographic criteria, across socio-demographic criteria such as gender, income, or age, and across economic criteria. Integral Business Centre Building Facade by Night

Real Estate: Integral: Business Centre The typical Internet user worldwide is young, male and wealthy – a member of an elite minority.

Only 11% of PCs are recycled; the percentage for televisions and mainframes recycled is lower.

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INTEGRAL BUSINESS CENTRE - HAMMER & SICKLE DEVELOPMENT PRESENTATION 3 . AUGUST 2009 . PAGE 24

Chaika Plaza

A Contemporary Office Environment

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Name Surname Facilities Director 000 Address line 1 000000 Москва Address line 2, Address line 3 Т (095) 000 0000/0000 0000 Ф (095) 000 0000 М (095) 000 00 00/000 00 00 namesurname@chaikaplaza.ru www.chaikaplaza.ru

•

Our client, Corporation AND, owns a series of office buildings throughout Moscow– all branded as Chaika Plaza. Together they form a chain of tenanted business centres. They are not a serviced office concept but are operated on a normal landlord/ tenant basis.

• Having successfully grown and managed the chain for nearly a decade, there was a need to upgrade the common areas of the buildings in order to respond to demands for a refreshed, more contemporary environment. • We developed graphic communications, signage, canopy treatment and design (together with some replanning) of all common areas such as entrance, reception, corridors and stairways. • Chaika means Gull in Russian. The Gull motif therefore forms an important part of the design, creating a distinctive sense of character within the environment.

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• This flexible concept has proved to be easily adaptable to different types of buildings within the Chaika Plaza chain.

Real Estate – Buna eal Estate: BunaBuna: Design centre

Building Design Centre In Damascus, Syria • 4 floor complex with atrium and galleries • Includes showrooms, offices, meeting rooms, shops and cafes • Building designed to be an iconic landmark - draws on Middle Eastern influences and latest Western technological advances • Allows for future flexible uses

Our Role:

Total conceptual development - brand strategy, identity, communications, architectural, exterior and interior design.

About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding SCG London Page 41

Main column Extropolis

Conference Centre In Moscow, Russia

Primary content column with expandable depth…

•

…content flows no wider than these 3 boxes in width.

67mm

176mm

• The brand identity makes clever use of the double ‘o’ within the name to create a central symbol of dialogue at the heart of the brand. The brand texture uses a simple pattern of squares and contrast colours which are used in a flexible way to brand the centre’s activities across a wide range of marketing communications and corporate literature.

297mm

Fixed page width must center to browser window560mm

560mm

Square cropped images any size, to fit within the page margins.

2 column text box, align left under sub heading.

50mm

CLIENT BRANDMARK

Conference

17 14 July 2008

210mm

S 148mm

2300mm

15 15

105mm

50mm

210mm

790mm

We created the brand identity, marketing communications, environment design and website design for this Moscow conference centre

14 July 2008

Crocus City

Mixed Use Complex In Moscow, Russia • Multifunctional 6,000 seat concert hall • Exhibition centre totalling 550,000 sqm • Daily footfall from 100,000 to 1 mln people • A lighting and architectural scheme to enhance and unify the exterior of the building complex in a dramatic way

Our Role:

Lighting and architectural design.

e: Rublyovo Arkhangelskoye: City R.A City

Residential Project In Moscow Region, Russia ИНФРА СПОКО СТРУКТУР ЙСТВИ А ГОРО ДА Е ЗАГО РОДА . .

• Over 300 ha of land • Located near Novorizhskoye highway, only 3 km from the Moscow outer ring road www.Р

ублево

-Архан гел

ьское. ru

• Surrounded by the Moscow river A new on 3 waysides. of living

ИНФРАСТРУКТУРА ГОРОДА. СПОКОЙСТВИЕ ЗАГОРОДА.

www.Рублево-Архангельское.ru

• Proposed budget of USD 3 bln dollars

www.Рублево-Архангельское.ru

PHASE 1: AWARENESS CAMPAIGN

ФАЗА 1: КАМПАНИЯ ПО СОЗДАНИЮ ОСВЕДОМЛЕННОСТИ

PHASE 1B TEASER: INTEREST TRIGGER – ‘QUIRKY PEOPLE’ - STRATEGY

ИНФРА СПОКО СТРУКТУР ЙСТВИ А ГОРО ДА Е ЗАГО РОДА . .

• Planned to be a new city, one of the largest development projects in Europe

CONCEPT

A set of billboards displaying the future city community. Billboards 2, 3, 4 build the story up, leading to the unifying billboard 1. Note there will be more images and witty tone of voice/ copyright based on “question-answer” principle should be developed in due course.

• A clearly differentiated place brand that communicates the diversity of “I need thea safe development place www.Р

ублево

-Архан гел

ьское. ru

Main Message City for you

Strategic Objectives Build on initial awareness Create intrigue through teaser campaign Appeal to sense of humour Trigger further interest Creative Objectives Use wit to arouse curiosity and create variations on a theme Get talked about Communicate key messages in an unexpected way

“I shop only at the best shopping arcades”

Subliminal Messages Whatever my particular priorities and demands, this is the city that will provide for me. This city meets the highest levels of aspiration (even the fussiest people are catered for)

Real Estate: Rublyovo Arkhangelskoye: City

Creative Strategy Teaser approach Gives a twist to different aspects of the target market and their needs

Desired Response

Long Term Value Potential for development of idea in different ways and in relation to different target audiences as part of ongoing marketing communications. Potential to give the campaign a further twist through use of celebrities.

to park my Ferrari”

WWW.RA-CITY.RU

CONCEPT 1

A new way of living

Our Role:

IT’S YOUR CITY

WWW.RA-CITY.RU www.Рублево-Архангельское.ru

www.Рублево-Архангельское.ru

Strategy, brand identity and communication, architect briefing and architectural consultancy, planning and landscape design consultancy.

CONCEPT 2

ИНФРАСТРУКТУРА ГОРОДА. СПОКОЙСТВИЕ ЗАГОРОДА.

“I get it”

“I want somewhere I can

ride on my scooter”

“How do I find out more?”

25 | Real Estate | Corporate and Employer Branding don | Retail | Financial Services

ИНФРАСТРУКТУРА ГОРОДА. СПОКОЙСТВИЕ ЗАГОРОДА.

. ГОРОДА ТРУКТУРА ОРОДА. ИНФРАС СТВИЕ ЗАГ СПОКОЙ

IT’S YOUR CITY WWW.RA-CITY.RU

CONCEPT 3

IT’S YOUR CITY WWW.RA-CITY.RU

CONCEPT 4 - * Ongoing campaign concepts.

MARKETING COMMUNICATIONS STRATEGY ОД И ЗАГОР ГОРОДА ЛУЧШЕЕ

Meshcherskiy Park

r Branding

Recreational Park, Odinzovo, Russia

1235 C

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FOREST AREA

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Sport

Nature

â&#x20AC;˘ Part of the Moscow green belt, located in the Skolkova district

Contact

â&#x20AC;˘ Managed open and partially forested parkland

Summer Starts Here...

RAL 3020

RAL 4010

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CYCLING TRAIL

PLAYGROUND

PLAYGROUND FOREST AREA

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NATURE TRAIL

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485 C

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â&#x20AC;˘ Popular recreational area providing leisure, cultural and sports facilities

Home

â&#x20AC;˘ Network of hiking trails and bicycle lanes

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â&#x20AC;˘ Tree and leaf motif brand concept communicates special character and heritage of the park

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Our Role: BALL GAMES BALL GAMES

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1200MM

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Đ&#x;Ń&#x20AC;ĐžĐłŃ&#x20AC;Đ°ĐźĐźŃ&#x2039; Ń&#x2020;ĐľĐťĐľĐ˛ĐžĐłĐž ĐşŃ&#x20AC;ĐľĐ´Đ¸Ń&#x201A;ĐžĐ˛Đ°Đ˝Đ¸Ń? Đ&#x153;ĐžŃ ĐşĐžĐźĐźĐľŃ&#x20AC;Ń&#x2020;ĐąĐ°Đ˝ĐşĐ° â&#x20AC;&#x201C; Ń&#x192;Đ´ĐžĐąĐ˝Ń&#x2039;Đš Đ¸ Đ´ĐžŃ Ń&#x201A;Ń&#x192;ĐżĐ˝Ń&#x2039;Đš Ń ĐżĐžŃ ĐžĐą ĐżŃ&#x20AC;Đ¸Đ´Đ°Ń&#x201A;Ń&#x152; Đ˝ĐžĐ˛Ń&#x2039;Đš Đ¸ĐźĐżŃ&#x192;ĐťŃ&#x152;Ń Ń&#x20AC;Đ°ĐˇĐ˛Đ¸Ń&#x201A;Đ¸Ń&#x17D;

750MM

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500MM

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â&#x20AC;˘ Name derived from ancient, princely family of Meshcherskiy

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1000MM

750MM

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500MM

Branding and design, wayfinding and signage, marketing collateral, including literature, advertising and corporate materials.

Creating Brand Synergy

â&#x201E;˘

t: +44 (0)20 7371 7522

f: +44 (0)20 7371 8351

e: info@scglondon.com