Jerusalem Sky
Case Study
Transforming This Jerusalem-Based Luxury Development’s Entire Identity
the challenge
Located in the Shomrei Emunim neighborhood of Yerushalayim, Jerusalem Sky is an upscale development offering a sought-after combination of prime location and luxury living.
Although Jerusalem Sky had been doing consistent marketing for a couple of years, sales had been lagging behind expectations. In a business built on location, location, location, this was somewhat perplexing, as the project was situated in one of the most ideal locations for a frum buyer.
what was their next?
The sales team felt there was no real narrative or angle to sell. Messaging was centered on “authentic Yerushalayim”, which is vague at best, and potentially counterproductive at worst.
Additionally, the visual identity was outdated, and the visual strategy did nothing to support marketing and sales efforts. In fact, the emphasis on “authentic Yerushalayim” and portraying old-world life was most likely hurting a brand trying to sell itself as luxury.
Our job was to revamp Jerusalem Sky’s entire identity; to give them a narrative to communicate and a contemporary visual identity to support it.
the process
Luxury is one of the most overused words in marketing, especially real estate marketing.
To put it simply, luxury is about creating an aura of exclusivity. If it’s available to everyone, it’s not luxury. If it’s understood and appreciated by everyone, it’s not luxury.
Another point to keep in mind is that luxury is not just about nice finishes and amenities. Luxury is also found in the location, the atmosphere, etc. Luxury is about the full package.
A key nugget about Jerusalem Sky buyers is that they were more understated and lofty about their purchasing decisions. They wanted to buy here because of the spiritual opportunities offered.
Yes, they want and like nice things, but they’re also motivated by more aspirational ideas.
This served as the basis for the ensuing narrative. Jerusalem Sky isn’t the only luxury development in Yerushalayim, but it is the only one that offers this combination of luxury living and luxury of location.
Jerusalem Sky offers the opportunity to experience real luxury living.
The luxury of surrounding yourself with inspiration and comfort. The luxury of being in the presence of heightened spirituality. The luxury of proximity to a spiritual epicenter.
Put simply, it’s the luxury of being here.
No longer a vague “experience authentic Yerushalayim”, the narrative zeroed in on a specific place, appeals to our audience’s motivation, and perhaps most importantly, allows Jerusalem Sky to own the space.
Visually, we upgraded the identity to combine sophistication and luxury with a serene color palette and versatile typography, alluding to the value prop of high-quality living in a spiritually enriched environment.
the results
From the moment we finished presenting, the sales team was energized, excitedly commenting how finally there was a narrative to help them clearly convey their unique value, feeling understood and supported in their sales process, transforming what once felt like an uphill battle into a confident, narrative and strategy-driven path forward.
