Strategy for a Transcendent Housing Experience

Designing the service strategy of a transcendent housing experience Done during an internship at Pichkaari Design Studio Pvt. Ltd. Role played: Lead role in designing the service & brand strategy The brand name cannot be revealed due to confidentiality purposes.

Hence, the brand will bereferred to as Brand X through this presentation.

WHAT IS

Brand X On the surface, X may seem to be a real estate project. However, this is just the tip of the iceberg, as what X offers is more than just mere products or services, and can rather be defined as an ecosystem.

Based on our interactions with the X Team, we understood that this ecosystem is a multifaceted, omnipotent and balanced environment, with an all-rounded and holistic living as it’s core offering.

X is built on the philosophy of following a way of life, which enables one to give-and-take simultaneously, while striving to make a positive impact and to leave the world better than the way they found it. Such a philosophy is can be very challenging to live by, yet, it is not a prospect that is entirely impossible. Living the X life will require patrons to look beyond their immediate self, to be hungry for learning and growing, and to appreciate the finer things in life.

THE

X

PHILOSOPHY LEXICON Based on the workshop, we have identified a set of ideas, terminologies and vocabulary, that can and can not be used in the brand communication

Visionary

Transcendent Multifaceted

Attainment

Integrated

Omnipotent

Enabler

Meaning

Clarity

Profound

Timeless

Cultivation

Catalyst

Empowerment Balanced Refinement

Pursuit

WORDS THAT BELONG IN THE X PHILOSOPHY LEXICON

Exploration

WORDS THAT MAY BE MISLEADING AND/OR ARE THOSE THAT DON’T COMPLETELY BELONG IN THE X PHILOSOPHY LEXICON

Grand

Richness

Luxury

Indulgence

Spiritual

Milestone Gratification Journey

WHAT ARE WE

Selling THE CONSUMER BENEFITS LADDER

Emotional Benefits Functional Benefits of the Offering Targets and Insights Based on the target segments identified, an ideal X patron may or may not be looking for a new place to live in. Rather, what they seek are ways of either identifying a bigger purpose in their life, after having achieved more than the basic necessities that satisfy a majority of the wheel of life, or ways of taking actions that help them fulfil that purpose.

Functional Benefits of the Offering X will offer its patrons a plethora of well wounded services, along with a curated community in an all encompassing environment, that will allow them to become the best version of themselves and give back to the community. An offer like no other, that will help them transcend the self, knowledge and societal status quo.

Targets and Insights Based on the target segments identified, an ideal X patron may or may not be looking for a new place to live in. Rather, what they seek are ways of either identifying a bigger purpose in their life, after having achieved more than the basic necessities that satisfy a majority of the wheel of life, or ways of taking actions that help them fulfil that purpose.

Emotional Benefits X and its offerings should make the patrons feel the need to seek out a greater purpose, and then empower them to achieve it.

Functional Benefits of the Offering X will offer its patrons a plethora of well wounded services, along with a curated community in an all encompassing environment, that will allow them to become the best version of themselves and give back to the community. An offer like no other, that will help them transcend the self, knwledge and societal status quo.

Targets and Insights Based on the target segments identified, an ideal X patron may or may not be looking for a new place to live in. Rather, what they seek are ways of either identifying a bigger purpose in their life, after having achieved more than the basic necessities that satisfy a majority of the wheel of life, or ways of taking actions that help them fulfil that purpose.

Challenges Projecting X in a way that is it is not interpreted as a real estate service.

Moreover, the marketing needs to allow for filtering out the clientele that may not be ideal from potential patrons, in the sense that X isn't for those merely seeking luxury.

As such, the marketing can not be centered on aspects such as geographical proximity, amenities and services provided and pricing.

Lastly, as there are already a few products and services that claim to offer "holistic living and more", the marketing campaigns for X should clearly distinguish the brand from all other offerings that claim to do so.

THE BIG IDEA

Transcendence

The Brand Promise A way of life that enables one to transcend all boudaries, whether physical, that of the self, of knowledge and of society, while also empowering them to make a difference

The Brand Story Presenting the patron as the protagonist, on the path of attainment, gradually progressing through multiple chapters/levels.

Innovation Through the exploration journey on the website, the offerings and features will be rolled out to patrons in multiple stages in a gamified manner.

Experience at the Purchase Moment Once converted, a patron should not only feel empowerd, but also feel like a part of something bigger, a revolution of sorts, with access to a new world view by means of the curated X community.

X

How X interacts with its customers

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Physique Connected & catalysing Services + housing Multifaceted Lush & modern Classic

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Wise Empathetic Empowering Bold

BRAND PRISM

Immersive & experiential interactions

Connected Exclusive Dynamic Timeless Eclectic

Using elements of surprise

Reflection Self motivated Discerning Benevolent

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the

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Culture

Exclusive

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Personality

Relationships

Vie

INTERNAL FACTORS

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Self Image Thirsty for growth Optimistic Seeking balance & clarity

Ho

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The Customer

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es elv s m

How X’s value affect it’s behaviour

EXTERNAL FACTORS

CONCEPT 1 - TIME

Consumer Truth

Brand Truth

Time is man's most valuable

X is all about creating a

asset. However, it has always

well rounded life, that

been challenging to truly be a

empowers you pursue

master of time. Some have

what you truly believe in

too much on their hands, and some don't have enough.

BRAND PROJECTION 1 - A BEND IN TIME

X - A Bend in Time A large portion of potenial X patrons will be those who are affluent. For them, their biggest and most valuable asset it time.

They are usually struggling to find a work-life balance, and want to have a healthy structure in place, so that they may focus on both aspects. Alternately, as a result of their affluence they may have more time on their hands, and not know how to make the best of it.

By giving them the ability to create "A Bend in Time", X is empowering them to reach the best of their potential, by enabling them to spend their time in the best way possible.

X - A Bend in Time Concept moodboard

X - A Bend in Time

Unaware Customers

The installations & advertisements will be framed in a manner that stresses on how X Living creates a bend in time.

The kiosks can have an interactive display showing a change in environment & physical change when a person interacts with them to emulate what will happen when one becomes a part of X Living.

Uninitiated Customers

Will be urged to start the X exploration journey using a call to action similar to ‘Go forth to make the most of your time!’

The exploration journey can be designed in a way that mentions concepts like Before X & After X (B.X. & A.X.) similar to Before Christ and Anno Domini (After Christ) - B.C. & A.D. The communication & visual language will focus on time & change.

Initiated Customers

The personal dashboard can be framed in a “personal timeline” like manner wherein the customers can track & see change, development & value over time.

They will also be able to track their day & see how they’ve been able to get things done better with X Living as a bend in time.

Rewards in terms of “minutes” or “hours” can be given.

CONCEPT 1 - TIME

Consumer Truth

Brand Truth

Being busy is a choice we

X is all about creating a well

make. "Not having time" to do

rounded life, that strives to

something can simply mean

enable you to become

not prioritizing it. As a result, it

omnipotent, such that you

may not always be possible to

live in moment with no

satisfy all aspects of the

regrets.

wheel of your life.

BRAND PROJECTION 2 - ARE YOU BRAVE ENOUGH TO LIVE IN THE NOW?

Are You Brave Enough to Live in The Now?

For a lot of successful people, often their success has come at the cost of something else.

This could be personal relationships, health, focus on the self, etc. Not everyone is able to prioritize and give time to all aspects of their wheel of life.

With X's all rounded offerings, they may finally be able to confront this problem, and live a wholesome life, with no aspects of the wheel of life overlooked.

Are You Brave Enough to Live in The Now? Concept moodboard

Are You Brave Enough to Live in The Now? Unaware Customers

Make the customers aware about X Living telling them what intangibles related to the wheel of life they will have access to through X, without cearly spelling out how X will enable them to get to that intangible.

All the communication material will focus on the aspects of the wheel of life - egs.: Business, Family, Friends etc. - challenging the customers if they’re “brave enough to live in the now?”

Uninitiated Customers

Will be urged to start theX exploration journey using a call to action similar to ‘Come & join the journey to live in the NOW!’ Each subsequent activity will be focusing on different aspects of the wheel of life & the communication style will be bold. The bold style of communication would encourage customers to trust X as a brand & eventually convert to a X patron.

Initiated Customers

Personal dashboard will have various categories based on the spokes of the wheel of life & how much value the patron has created under each spoke.

Family development dashboards, corporate development dashboards etc. can all be a part of the website as per this projection.

CONCEPT 2 - PURPOSE

Consumer Truth

Brand Truth

In the rat race of life, our true

X is all about creating a well

purpose may seem like a

rounded life, that empowers

mirage, and hence we may not

you pursue what you truly

be able give it the time and

believe in.

attention it needs. In the chase for all things material, we may lose sight of our true puspose

BRAND PROJECTION 3 - SERVING THE PURPOSE OF YOUR EXISTENCE

X - Serving the purpose of your existence.

An ideal X patron has reached a point in his/her life where they have achieved a lot more than the basic necessities that they need in life.

They now seek to find a deeper meaning in their existence, and want to commit to finding this meaning in their own life, as well in the lives of those around them.

However they may chose to do so, X's services along with it's curated community will help them gain new perspectives, find more and more ways to make an impact and instigate change.

X - Serving the purpose of your existence.

Concept moodboard

X - Serving the purpose of your existence.

Unaware Customers

The installations & advertisements will focus on how X will help people who are too busy in their schedules & lives to dig in deep.

Visuals related to cultivation; pursuit; mining in towards a gold mine. They will aim to make the unaware customer realise that there is a deeper purpose to their lives - which is yet to be discovered - and that is why they need X Living

Uninitiated Customers

Will be urged to start the X exploration journey using a call to action similar to ‘Come dig deeper to the purpose of your existence.’

The exploration journey can be called a mining tour where the user mines deeper to the X Offerings through the activities constantly in a journey of pursuit.

Aspects of giving back to society will be largely stressed upon as one of the ‘purpose’-s of life throughout the exploration journey

Initiated Customers

The initiated customers will largely be communicated through their dashboard that finding the meaning is a journey that’s long & hard.

Value created can be highlighted in terms of ‘milestones’ achieved.

CONCEPT 3 - STORY

Consumer Truth

Brand Truth

Nothing works better to inspire

X empowers its patrons to

change than a relatable success

reach out and

story of those overcoming the

pursure their aspirations,

same challenges as us.

whithout being limited by the contraints of daily life.

BRAND PROJECTION 4 - THE STORY OF MY BECOMING

The story of my becoming In order to be drawn into a brand, people need to connect with it & feel like they belong.

With this projection, X will connect with customers purely on empathy & by telling stories which will incite emotions, and ultimately interest in the minds of the customers, hence converting them to potential X patrons.

With this projection, X will connect with customers purely on empathy & by telling stories which will incite emotions, and ultimately interest in the minds of the customers, hence converting them to potential X patrons.

These stories show the customer that by connecting with X, he/she will be able to craft his/her own story of his/her becoming & growth

The story of my becoming Concept moodboard

The story of my becoming Unaware Customers

The brand communication will be done in a manner of stories framed by hypothetical people similar to the target customers in order to connect the customer to his/her pains & that x will convert this pain into a gain - just like it did for the hypothetical person.

The installations will deal with empathy, stories & emotions to affect the customers subconsciously & draw them to X.

Uninitiated Customers

The call to action will be similar to ‘Come, craft the story of your becoming’. The entire journey will be in a first person story building & story telling format where the customer will craft the story towards his/her becoming through the activities.

The exploration journey can be called ‘a journey towards your becoming’. Different phases of the journey can be called ‘Chapters’ (The beginning/The end)

Initiated Customers

The personal dashboard will have a continously developing story of the individuas journey in X, highighting how he/she is constantly developing through X Rewards in terms of ‘badges unlocked’ or ‘stars’ or ‘chapters’ can be given.

Each chapter post conversion can be a different set of services that the customer unlocks eventually

CONCEPT 4 - ENABLER

Consumer Truth

Brand Truth

People can be driven to make

X, with its well crafted

positive changes in their life, if

environment,services & community

their immediate environment

provides the perfect catalyst like

and the people they surround

environment to enable and empower

themselves with inspire them

its patrons. The brand will help

towards their motivation and

people achieve the best of themselves

drive.

(if they choose to) by inspiring them to lead by example and drive a positive change.

BRAND PROJECTION 5 - THE PROMETHEAN FIRE

The Promethean fire Much like the story about Prometheus & Epimetheus, X will work as a fire, the promethean fire, which will enable the people who choose to be empowered by this fire to grow & become their best self constantly.

Promethean means to be creative & innovative. X is going to be projected as a Promethean Fire.

As per this projection, X is displayed as an enabler & a catalysing fire - warming & driving forward only those who strive to grow & be enabled by this force - putting the torch of light in the customers hand - him being the primary user in X Living.

The Promethean fire Concept moodboard

The Promethean fire Unaware Customers

The primary touchpoints will be designed in a way to make customers understand that X is an enabling ecosystem - their very own Promethean fire.

The kiosks can have can have an interactive system wherein the perks of a Promethean fire i.e.X can be highlighted.

The customer can be portrayed as a torch holder, and X is that fire which is enabling the ‘light’ to come forth. It is an enabler.

Uninitiated Customers

The call to action will be similar to ‘Ignite your fire’. The exploration journey can be dubbed as a journey towards a brighter light.

The beginning of the journey can be called ‘The Kindling’. The design of the website can be done in a POV viewpoint to highlight the fact that without the active engagement of the user itself, the presence of this Promethean Fire (i.e. X) will be of no point.

Initiated Customers

Progression on the personal dashboard can be shown in terms of ‘types of fires unlocked’ - the more the user gives, the more the Promethean fire will grow & provide to him/her.

The fire will grow (i.e. accessibility to perks of X will increase) as per the fuel & wood put into it by the customer (i.e. giving & engagement towards & into X by the customer)

COMMUNICATION STRATEGY Unaware Customers

What

How

Why

Make the customers aware about X without giving away too much about the brand.

Pull the target customers in to X by putting out a very unique standing of X.

Uninitiated Customers

Gain trust of the customers through the touchpoints of the website in order to encourage them to convert & join X subsequently.

Uninitiated customers deemed inappropriate for X will be led off track from conversion,

Initiated Customers

Make sure customers don’t change their minds about joining X . Constantly encourage the customers & stick true to the value propostion of X. Encourage word-of-mouth & referral advertising through X patrons.

Personal dashboards keeping the customer up to date with his progress & X’s happenings.

Constant update of X events on the website. Social media sharing of achievements to spread the word about SX. Referral programme.

The customer will feel that he is The installations and kiosks would The exploration journey draws being served personally & taken care project X as a brand with a upon the nature of humans to unique & experiential positioning. feel intrigued and know ‘whats next’. of by X. In this way, he’ll be driven to remain a X patron Strategic placement of the It would drive them forward to & spread the word of X Living advertising elements will pull in conversion. Rewards would act as a as a reliable brand (through referrals, target segments and give out a positive feedback towards them. word of mouth) in order to attract true to X projection to people. potential leads.

Interactive kiosks at strategic locations - 5 star hotels, high end malls, business conventions.

Simple installations; billboards; advertisements on high end Ubers; poster placements on busy roads.

Intriguing exploration journey on the website with gamification & a rewards system.

Endorsements for trust building & gradual reveal of services & proof of how X does what it does.

These ideas were presented to the client and recieved very positive feedback The client best liked the strategies: A Bend in Time and The Promethean Fire.

Future development on these strategies would be done by the client & Pichkaari Design Studio Pvt. Ltd.

THANK YOU