ONE REGENT APARTMENTS
Based in Beijing our client is the largest foreign property investor in Manchester, with two further projects of about £30million scheduled for 2016. For this development they made it clear that they needed to appoint a team who can handle a lot of moving parts in a short time frame and feedback to China. Working against a tight deadline we pulled together a top team including partnerships with other creatives in Manchester to produce their 'branding, video, photography, brochure and website'. This was a testing yet exhilarating project and thankfully delivered on time and from feedback exceeded expectations.
“We found Daniel and his team through a property client recommendation. It was immediately clear they understood how to manage our expectations and were flexible working with our team based in China. They understood our brief and interpreted it with stylish, modern and stunning design concepts, photography and a much admired property location video that we use daily in our sales efforts in Asia. Our greatest testimonial is that we have two other projects in Manchester on which we look forward to working with the NudgePoint team again.”
Joice Au, Sales Executive, Great Wall Real Estate Investments, CHINA
The brief was 'heritage, location, luxury and legacy'. Unusually we needed to brand this project twice. Due to a technicality on naming conventions, Manchester City Council planning department insisted on a name change. So we started again. We held firm to our recommendation to avoid Regalia Residence and our suggestion for One Regent was chosen.
Manchester provided its challenges. At the time of filming the city was undergoing extensive roadworks with new developments popping up everywhere, so avoiding all the mess was not easy. A key driver for the video was to have it appeal to the Chinese property investor and from a range of voice over artists we provided, the client a female voice-over track was chosen. With a mixture of photography, After Effects animation and video with a binding music track the video sets the scene for Manchester and One Regent Apartments. A second video will be done when the property is complete which will give us the best opportunity to showcase this amazing residential project. Hopefully with a sunny day some green on the trees and clear roads, Manchester will be resplendent before our cameras.
It was decided that the brochure would be the lead sales tool and be the first impression prospective investors would receive at exhibitions, sales events and 1-2-1 meetings. It needed to reflect the quality of the property development and the finish of the interiors (provided by Manchester's leading furniture provider Loft Interiors and convince clients that this is a special high end residential development in Manchester. Like a website or a video the brochure has been structured to tell the story clearly and laid out with the ideal viewer experience in mind. Without a building to photograph a big part of the One Regent Apartments appeal is it's location. So we focused on Castlefield and the city centre, highlighting the neighbourhood, the retail and business areas as well the architecture of the city on the sunniest days we could find in November to paint the picture.
Always a favourite part of each project. Our photographers were commissioned to capture the City of Manchester, key neighborhoods such as the Northern Quarter, China Town, Spinningfields and its own nieghborhood of Castlefield. With images to show the best of Manchester we included key landmarks, sporting venues, the artistic community, retail, transport and aerial views. Photography is a key part of bringing a project development and place to life as the images we capture feature in all the marketing assets we produce.
Less is more was the brief. Information sharing was a greater purpose for the website than design. We still looked to keep things elegant and balance form and function to deliver a crisp and professional accompaniment that will allow interested clients to view the video and download the brochure where they might not attend a sales event in person.
With it being an off-plan development CGI's are crucial to communicating the build and finish quality visually. Where there is no single photograph of the finished building it is the careful use of quality CGI renders that will help potential clients understand what they are buying. No expense was spared to make these renders showing the right amount of detail as the impression they create matter.