Bangalore, October 21, 2014: Brash brands, a global brand consultancy and Tata Elxsi, India’s leading design company have developed the brand for Mumbai’s latest architectural landmark - The Imperial Edge, a new luxury residential development in the prestigious heart of South Mumbai. The collaborative effort involved creating a multi-faceted brand that covered brand strategy, brand identity, ad campaign and designing the customer experience at the sales centre.
The Imperial Edge sets a new benchmark for luxury living in India, alongside SD Corp’s prestigious The Imperial Towers, which have remained at the pinnacle of fine living in Mumbai since launch.
The project developed by the leading real estate developer SD Corp is surrounded by luxury and exclusivity on all sides. The impressive 54 storey tower is an amalgamation of world-class craftsmanship and cutting edge design.
It is an address residents will be proud to mention in conversation, and one that others will want to be invited to. It gives residents an instant cache, a social standing that doesn’t need to shout. It is simply understood. The Imperial Edge offers a truly exclusive lifestyle experience for today and provides a shrewd investment for the future.
With India’s economy on the rise and a growth in high-end residential developments in the region, it was essential The Imperial Edge had to stand out in the market and communicate the unique differences and exclusivity of this luxury tower. Among the requirements was a ‘big idea’ for the brand, an identity and visual assets, corporate brochure and brand campaign, together with an experience centre and service design.
Brash, in partnership with Tata Elxsi, developed ‘By Invitation Only’ as the guiding thought, which was executed across brand and print collaterals by Brash, and taken across the experience centre by the Tata Elxsi.
The brand idea quickly establishes the exclusive nature of the brand and develops the notion that The Imperial Edge is not just a home; it is an extension of its resident’s lifestyle and a reflection of their personality.
Kiran Gill, Business Development Director, Brash, explains, “At Brash, we have created brands for the worlds leading real estate developments and The Imperial Edge is amongst them. With an increasing number of luxury developments in South Mumbai, the need to create differentiation is even more pertinent, and hence brand has a very strong to play in ensuring the commercial success of the development.”
Nick Talbot – Global Design Head, Tata Elxsi said “We are excited about developing brands that ultimately drives sales for our clients. I believe our collaborative efforts with Brash offer international brand expertise backed by our ability to take the brand across multiple customer touch points will ensure that clients get what is best for their brands and business.”
Brash is a leading branding consultancy with a growing global presence at the forefront of design strategy. Through a forensic and collaborative research process they are able to increase the commercial values of enterprises by both equipping companies with new and powerful identities but also through implementing strategies which help to inspire companies’ workforces to become more effectively engaged.
In the past five years Brash has helped over 150 clients grow their assets, people, sales and reputations with high profile luxury sector clients/signature campaigns including The Burj Khalifa, Armani Residences, Gama Aviation, Mardan Palace Antalya and Royal Jet.
The consultancy benefits from a wide range of expertise with particular strengths in real estate brand development and architecture, ‘place making’, mass affluent luxury brand development, financial services, telecommunications and transport and aviation services.
About Tata Elxsi:
Tata Elxsi is a global design company that blends technology, creativity and engineering to help customers transform ideas into world-class products and solutions. A part of the $ 100 billion Tata group, Tata Elxsi addresses the communications, consumer products, defence, healthcare, media & entertainment, semiconductor and transportation sectors. This is supported by a talent pool of employees and a network of design studios, development centers and offices worldwide. Key services include embedded product design, industrial design, animation & visual effects and systems integration. Tata Elxsi is a listed company, and headquartered in Bangalore, India.
Its industrial design division provides exclusive branding and design services for the hospitality, FMCG, Healthcare amongst others. With the help of an interdisciplinary team which consists of brand specialists and graphic designers, Tata Elxsi has worked with some of the leading global and regional brands across industries. The service offerings include research, brand identity, pack graphics and innovative packaging design. The team has a comprehensive understanding of brand and product development lifecycle by virtue of completing end-to-end projects.
About SD Corp:
SD Corporation is a preferred developer for redevelopment and green field projects. It is a confluence of resources, reputation and expertise of two real estate developers, Shapoorji Pallonji and Dilip Thacker. The company has a clearly determined vision to create landmarks out of ordinary spaces through the process of redevelopment which infuses a fresh lease of life in old and dilapidated buildings giving the city a fresh and a modern look.
The company is committed to building a vibrant future for generations ahead through successful enterprise, leveraging existing platforms and creating new ones for tomorrow. Modern technologies are amalgamated with strategic development and innovative thinking.
SD Corporation builds foundations for success with exceptional living and commercial spaces that will increase value for its partners, shareholders and customers.
For further information contact
Telephone: +91 080 – 2297 9275
Telephone: +44 (0) 7729 479166