Fontana Infinity is a new tower-based property in Bahrain’s Juffair district. Bahrain’s property sector has seen renewed interest since the lull of 2010 – 2015 with many stalled projects coming back to life. The sector is awash with new towers and residential units and many projects provide no differentiation from the market norm.
Fontana Infinity is the latest in a series of projects by the Fontana Group. Previous projects have enjoyed success in the market thanks to unique qualities such as high-specification finishes and quality fixtures. The key challenge for the brand is how to ensure its unique differentiators are clearly communicated through its design and messaging to an audience that has ‘seen it all before.’ The current branding was practically non-existent. There was no project vision, no positioning statement and no communication tools to leverage. We had to start from scratch.
Our strategy was to focus on the brand’s unique offering – it really did offer everything. The level of features the property offered was staggering. We suggested it was infinite and a name was born; Fontana Infinity. We coined the positioning statement ‘The Possibilities are Endless, the Potential is Infinite’ to establish this core differentiation. The slogan ‘Live life in Infinity’ helped express an attitude as well as to ensure the core offer (residential properties) was not lost in translation.
The brand owners reported that they have sold over 60% of the available units in the first week since the relaunch – an incredible result. The towers have since been completely sold out. The brand now has an identity and message that enables the firm to uniquely express the core offer – providing tenants with ‘everything they need in a single property’. Belief in the property amongst employees, senior staff and investors has reached an all time high. Brand tools have been rolled out across all communication channels, both online and off.