Marlon Tate

Commercial developer Blue Residences is creating an ambitious residential complex, located in the ‘posh’ suburb of Marousi. Set around an incredible park and the most ambitious business district of Athens, this new place will offer a sophisticated collection of beautiful and spacious apartments, elegant living spaces, unique amenities, smart features and stunning views towards the city. Looking to encapsulate this ‘blissful’ take on contemporary living, we helped them name, brand and shape a bold and completely new idea, which we called ‘effortless living’.

By considering the above, we positioned this place as a flourishing community at the intersection of contemporary urban and suburban living. We created a brand narrative that highlights one simple truth: this is the ideal place to live. Our first step was to name this exciting place ‘Paradise Quarter’ to reflect its scale and strategic ambition. Our concept was to make everything look ‘paradesian’ and pop, aiming to resonate with the audience, consisting of young families and first-time buyers. Drawing upon visual language often associated with paradise, we constructed fluffy cloud messages to evoke the ‘paradesian’ feeling that naturally, effortless living would evoke. The campaign launched with a small plane flying around Athens with a banner featuring the tagline ‘Effortless living forever’, positioning Paradise Quarter exactly where it is meant to exist; in the sky. Following this guerrilla marketing stint, the number of people discussing it and documenting it on social media grew rapidly, leading to high numbers of people visiting the website and the marketing film that we created. One week later, we launched the print campaign in newspapers, OOO, as well as digital ads on websites and social, expanding on the narrative. We also designed and art directed the marketing brochure, hoarding, and pavilion filled with plants and water fountains.

Aiming to avoid the slick branding typical of new developments & smart living, every creative decision that we made, was carefully orchestrated around our narrative responding to a simple question – ‘how does it feel to live in Paradise?’.