Suraj approached Truetype with the vision of transforming their brand image from that of a micro player to a market leader. One thing that stood out for Suraj was their strategic land acquisition, with properties located in iconic corners of the city that granted them the potential to be someone who knew the city really well and where one should live to experience it at its best. Herein, began the journey of Truetype in turning Suraj from a brand that sold apartments to one selling a lifestyle.
Truetype not only created a brand manual but has also tried to cohesively tie it up with all of Suraj’s projects, building a brand identity focussed on longevity. Whether it’s the ABCD’s of Suraj that define the company’s vision and mission, a comprehensive logo & identity systems or a carefully curated style guide, all of which have allowed Suraj to stand out among its real estate competitors. The brand manual consisted of an in-depth analysis of what the Suraj Brand is all about; how the brand works, tone of voice, graphic elements to typography.
Right from launching the website to connecting the “life begins here” story to every campaign of Suraj from Vitalis to The Palette through the seamless grid system used for the website, brochures and social media to sleek iconography, everything done by us for Suraj falls right in place. The cool colour palette, the ever presence of the sea and a general all-about-the-city vibe till date separates Suraj from the rest in the luxury real estate market.
Truetype also developed a detailed social media plan for Suraj which was relevant, fresh and modern in approach. With intuitive videos for each project and campaigns like ‘Know Thy Neighbourhood’ and ‘A Whole Lot to Do Around’ that allows the audience a sneak peek into the residences beyond generic itineraries to ‘Colours of The Palette’ and ‘Start Living’ which had a lifestyle first approach, presenting life at Suraj as a way of living rather than merely real estate. This way we distinguished Suraj as a known name in the luxury real estate market by drifting away from the dryness that has followed real estate for so long and developing unique and distinctive digital properties for the brand.
