Real Estate branding rooted in rural Morocco
IMKAN Group is an international real estate developer with high-profile residential projects in leading urban cities around the world. During their portfolio expansion, they contacted Mucho to create the Brand Identity and Communication Strategy of a luxurious complex in Morocco.
Le Marais is a residential complex in a natural environment in the outskirts of Rabat, in Morocco. Thought as a high-end real estate development, the project had to be directed to a modern and urban upper class. The aim was to make them feel appealed by the agrarian lifestyle the complex would offer. Enjoying the benefits of living in a natural environment, having free time to learn something that makes oneself reconnect, or doing activities that extol one’s senses are things that are only done when in peace, when one is connected with the present and one’s own senses. Because of this, the brand was created around the idea of a sensorial experience that led to a reconnection with the body, in a sort of awakening, caused by the sensations felt by living in a rural environment: its tranquility and its lifestyle, as a path to find a good life.
The horizon was the perfect representation for the logo and key motif of the project. It depicts nature, time, calm and reflection. It is a mirror to the body and the soul. It is a line of water central to the village. From it, a creative language appears where rural elements are matched to this primordial line, based on illustrations of natural elements, like feathers, water, plants roots or leaves. Both the line and the logo have different versions to show the imperfection of the hand-drawn nature. The visual language proposal is very coloristic, always using colors between earth tones, premium hues and gold.
Mucho was in charge of its naming, logo, visual identity, neighborhoods naming system, interior design direction of its retail holding Sales Center, Signage, corporate goodies, social networks profiles design and Communication Campaign.