Givat Hashalva
Case Study
Naming, branding, and marketing for a Jerusalem area residential development
Real Estate
the challenge
The Amim Group, the development company behind the Waldorf Astoria and other notable projects in Israel, approached us to create a brand and marketing platform for their groundbreaking, mixed-use project on the outskirts of Givat Ze’ev.
The project was set to be unlike any other in Israel, offering a gated community with an assortment of benefits, including an emphasis on spacious living, proximity to Yerushalayim, and numerous American-style individual and communal amenities.
what was their next?
Although pre-construction of the project had just begun, the sales team wanted to launch a pre-sale campaign to target early buyers and investors.
To do so, the project needed a name, brand, and preliminary, foundational marketing pieces.
the process
What sometimes gets lost in luxury development marketing is the “why” behind the purchase. We had to look beyond the bells and whistles, and focus on why people want to buy in Israel to begin with.
It's not merely about finding a place, or space, or luxury that fuels this omnipresent vision. Rather, it's a deep-rooted desire to fulfill a lifelong dream – a dream that has been woven into the fabric of our identity.
This served as the basis for the narrative and name we created. The ability to realize a dream - but in the optimal manner – not in cramped conditions or a noisy neighborhood.
The name we chose, Givat HaShalvah, aimed to hit on all these points, conveying an atmosphere of serenity, peace, and suburbia-like living.
Visually, we combined elegant typography, serene color palettes, and detailed iconography to evoke a sense of tranquil, upscale living within a gated community in Israel.
The logo for Givat HaShalvah features a bold, custom font with sharp angles and elegant curves, complemented by an iconmark that depicts growth, landscape, and a gateway, symbolizing the community's future as an oasis for those looking to live their dream in Israel.
the results
Armed with clarity and a unique verbal and visual identity, the sales team has successfully commenced its pre-sale phase. Since the soft brand launch, they’ve been able to accumulate a robust number of well-qualified leads, and have the first buyers have already committed to this visionary project.