The mixed-use real estate development has been named Ensaara Metropark by the consultancy, deriving the title from the Sanskrit word ‘samsara’, meaning ‘the cycle of life’.
The strapline ‘the where, with all’, will be used alongside the Metropark umbrella product name and individual property names developed by Sedley Place across all sales materials, website design and interior design of the project model suites.
Giles Calver, planning director at Sedley Place, says, ‘We analysed the market and looked at target consumers and competitors, and then defined the brand for them.
‘The tone of voice has to be very vibrant and enthusiastic, but it must also be straightforward – we found a lot of developers overpromise and underdeliver, so we didn’t want to “overclaim”’.
The consultancy designed a flower-like green and blue logo, aiming to represent ‘rebirth’, looking to reflect the development’s idea that ‘residents…will be renewing their lives when they move in’.
The graphic symbol is formed from bringing together a dragonfly graphic, chosen as the creature symbolises rebirth, and an image of the Neem tree, a species native to India that looks to underline the development’s green credentials, according to Sedley Place.
Calver says, ‘Dragonflies are also symbolic of clean water, so we created the brand identity to symbolise elements of the park’.
As well as creating the branding for the development, the consultancy also went on to design the interiors for the Ensaara sales office and a number of model sales suites.
Sedley Place was appointed to the project around three years ago, having been invited to present credentials and a proposal by the developers Luxura and Aanya. The consultancy had previously created the branding for Aanya.
Ensaara Metropark, which is due for completion in around five years, covers more than 280 acres in Nagpur, India. The mixed use development is being created in three phases, with phase one comprising six main sections – the lakeside area; entrance; a central park; a retail area; a ‘bio diversity park’ and a ‘neighbourhood core’.