The Green Lawn Society
The brand of the cottage settlement
“Land Aspect” prepares and sells land for the construction of houses in the Leningrad region. The new project of the company is a cottage community “Repino Park” in the resort area of St. Petersburg. Inside the future village, whose territory is comparable in size with the three Field of Mars, there is a large park — 26 hectares of safe and comfortable space. To launch such a large project, we developed the concept of a single visual image, a communication strategy, an advertising campaign and a presentation site.
Reflecting on why people want to live in the suburban, they realized that they are motivated by a desire to improve the quality of life, to prolong its active period. A distinctive feature of the new project “Land Aspect” is that the size of the village is atypically large, it will accommodate many residents, forming a real “town outside the city”. Therefore, “Repino Park” has includes all the best from city life (thoughtful infrastructure, public spaces) and life in the open air with clean air and beautiful ecology. In other words, “Repino Park” will become the first suburban community.
At the core of the system of visual identity lies the idea of thoughtful comfort. The logo is built on the basis of a modern geometric grotesque, in a minimalist style. Elements of navigation are functional and simple. In an advertising campaign called “The Green Lawns Society”, we focused on the unity, the emergence of a community of “our own” — people close in interests and ways of life. This topic has become end-to-end in presentation materials and on the site. To get acquainted with the project and imbued with the atmosphere of “Repino Park” helps the main page of the site, where you can make a short trip to the future village.