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DLF 5
OUR CITY

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Client: DLF

Year: 2016-Present

Industry: Real Estate / Retail

Location: India

Status

In Progress

Awards

Transform Awards

What we did

Brand Strategy & Positioning

360° Brand Ecosystem

Brand Film

Brand Guidelines

Brand Identity

Custom Typography

Custom Iconography

Motion Graphics

Digital

We were commissioned by DLF Limited, a prominent developer in India's real estate sector, renowned for constructing master-planned communities and high-quality projects, to develop a comprehensive branding strategy for a city within a city development, i.e., a unique urban precinct featuring residential, retail, commercial, and communal facilities.

Our brief was to develop a resilient and adaptable identity for this urban hub, tailored to a diverse demographic spectrum, including residents, professionals, enterprises, retailers, and leisure enthusiasts. Never before had the market encountered a development of this magnitude. Thus, our primary approach centered on crafting a unified brand narrative and strategy for this enclave within the city.

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CONTEXT & BACKGROUND

We crafted the 'My City' campaign to encapsulate the project's essence and reflect the development's scale.

By integrating genuine testimonials from satisfied buyers, we enhanced DLF's reputation and amplified the project's appeal through real-life community experiences.

Our messaging aligned with the audience's aspirations and preferences, leveraging authentic storytelling to brand a city within a city, captivate imaginations, and drive action.

BRAND STRATEGY & POSITIONING

Brand Main Concept

DLF5: OUR CITY

We crafted compelling messages resonating with first-time homebuyers and millennials, emphasizing the city's scale, cultural richness, community amenities, modern infrastructure, investment potential, and vibrant 'live-work-play' environment.

BRAND DEVELOPMENT & ECOSYSTEM

The "My City" campaign was harmoniously synchronized across all of DLF 5's touchpoints.

Brand architecture

We devised a brand architectural strategy, adopting the 'house of brands' approach under the 'DLF City' overarching title to emphasize its scale and grandeur, encompassing residences, community spaces, offices, and retail outlets. Each segment was designated Live, Grow, Work, and Enjoy.

Brand Architecture Scheme

Keyarts Campaign #01

Keyarts Campaign #02

Keyarts Campaign #03

Social Media

DLF 5 ENJOY

dlf enjoy

Our touchpoints vividly conveyed that residents could relish the delights of residing in a vibrant, inclusive community. From lush green parks to lively community events, our campaigns and touchpoints captured the essence of dynamism and community spirit.

DLF 5 WORK

DLF WORK

Positioned with proximity and seamless connections, DLF 5 emerged as the ideal destination for modern dwellers seeking a dynamic community close to all amenities. The consistent evocation of this essence across brand messages, touchpoints, and campaigns emphasized its appeal to contemporary lifestyles.

DLF 5 GROW

DLF GROW

Strategically highlighting the diverse possibilities, every brand touchpoint and messaging was meticulously crafted to resonate with the audience's aspirations. These touchpoints conveyed the essence of DLF 5 as a sanctuary for nurturing the mind and fostering growth among like-minded individuals.

DLF 5 LIVE

DLF LIVE

Envisioned as more than just a residence, DLF 5 embodied the essence of vibrant living close to everything imagined. Through cohesive branding efforts and immersive campaigns, the campaign invited residents to embrace a lifestyle infused with endless possibilities.

SUCCESSFUL PROJECTS
WITHIN DLF 5: THE CAMELLIAS

THE CAMELLLIAS

The Camellias, an epitome of luxury situated within DLF 5 in Gurgaon, received RUYA’s meticulous attention in crafting its brand and marketing strategy. Our approach revolved around curating bespoke sensory experiences, extending exclusive VIP invitations, orchestrating special newspaper features, and delivering impeccable red-glove service. We designed a high-engagement sales process tailored specifically for potential high-net-worth individuals (HNWIs).

Giveaways

This coveted Gurugram precinct, renowned for attracting successful entrepreneurs and business leaders, showcases residences exceeding 10,000 sq. ft. The Camellias, a prestigious development on Golf Course Road, offers luxurious abodes priced at USD 140,000.