Branding the Vitus Residential Project: A Creative and Practical Approach
In a unique and impactful move, Duvan Iranian Company, as the exclusive marketing and development consultant for the Vitus residential project, created stories for its future residents as part of the project’s branding. Located in the scenic city of Nowshahr in northern Iran, Vitus stands out with its thoughtful branding strategy.
Duvan devised a story for each of the residential units in the Vitus towers—a process known as modeling. Each step of this process was deliberate, meaningful, and replicable, offering valuable insights for future projects. To execute this idea, Duvan printed the units of Vitus Towers on a banner and invited guests, various groups, and company collaborators to create the stories of those who might live in each unit.
Story Creation and Validation
The initial step was entirely open-ended, encouraging participants to unleash their creativity. They were asked to envision details about the potential residents:
- How many people lived in the unit?
- What were their ages, occupations, and genders?
- Were they single or married? If married, did they have children?
- When did they use the unit, and what were their hobbies and preferred activities?
- What sports did they enjoy, and how did they interact with modern technology and social media?
- What was their income level, and how did that align with the unit?
In the second phase, this creativity was tempered with a layer of realism. Using detailed information about each unit, the team cross-checked the stories for accuracy—a process termed “validation.” For instance, if a unit’s size and income level didn’t match, the story was revised to bring it closer to reality. This iterative process resulted in authentic narratives that aligned with the goals of the project.
Profiling the Target Audience
This validation raised crucial questions:
- What types of jobs would allow someone to reside in these towers?
- Which professions are compatible with a lifestyle involving travel?
- What kind of families or individuals could afford a unit in Vitus?
- Would locals from northern Iran or expatriates be interested in purchasing these units?
- How do cultural beliefs influence their choice of a home?
- Would the units serve as second homes, meeting spaces, or places for social gatherings?
By the third phase, these narratives were classified into distinct, clear categories. The team gained a precise understanding of who the target audience was—and who it wasn’t. These insights, including the audience’s preferences, were invaluable for the project architects.
Incorporating Stories into Architecture
The narratives guided the architects during multiple sessions, informing the design and rendering process. These renderings visually captured the envisioned lifestyle of Vitus residents, vividly portraying their real lives without needing words.
Realizing the Vision through Sales
In the final phase, the renderings were handed over to the sales team. The fictional family stories now entered the real world, bridging the gap between imagination and reality. What started as a concept on a banner displayed in Duvan’s office was transformed into an actionable marketing and sales strategy.
About Vitus
The name Vitus means “Guardian Angel of the Harbor.” The project is a residential complex in Nowshahr with 134 units spread across 10 floors, plus a ground floor and parking levels. Two factors make Vitus unique: its prime location overlooking both the port and forest, and its service-oriented design.
Vitus includes two commercial units that are fully accessible for individuals with physical disabilities. The project caters to families, offering both small and large units. Amenities such as a green host, a café bakery, a laundry service, and more add to its exclusivity.
For more information about the Vitus project, call 021-96667296.