Creating a lifestyle in an exhibition stand
Having recently evolved leading property developer Sorouh brand’s customer proposition to be more attuned to what matters to customers, Zaman was asked to work on the Sorouh stand for Cityscape Abu Dhabi 2012 to bring the brand to life on the stand.
Zaman applied the new identity system to Sorouh’s exhibition stand, streamlining the brand tagline “Places that matter” to create unique experiences for key development projects – Alghadeer, Shams, Boutik & Al Rayyana. To demonstrate the type of lifestyle offered to specific target audiences, Zaman created four distinct areas within the stand for each project and in each we placed the project model, videos & a series of very personal ‘moment’ images that had we created as part of the brand’s evolution.
By creating detailed scenes, captured realistically from within the stand’s inner space, audiences could see, feel and more easily relate to the key elements of the individual lifestyle proposition.
A guideline for social media established the strategic content pillars and design direction and was exemplified by a go-to-market social media plan that would raise the projects profile quickly and get the Marsa Ajman community started.