Representing an entirely modern approach to urban living and connectivity, urban apartment developers Blok‘s selling point is more than just apartments; they’re marketing a curated lifestyle to prospective buyers. Thanks to their Cape Town based agency NorthLTD, they have a refreshing corporate identity and ad campaign to match this philosophy. Specialising in brand identity, advertising, editorial and spatial design, NorthLTD came up with a way to speak about buying property in a way that’s a little more exciting than what we’ve come to expect from traditional property advertising.
Instead of using an over-groomed estate agent’s face in the imagery or simply focussing on what the properties offer, their campaign shows off the lifestyle that comes with living in these homes and neighbourhoods. Extending the campaign to print, outdoor, online, film, editorial and even a 3D virtual tour of each apartment, NorthLTD have also swopped simple property catalogues for a printed lifestyle magazine which features the neighbourhoods in which Blok properties are built. Amongst information about the apartments and interviews with the architects, these magazines act as a guide to local shops and restaurants – the places and people who make these neighbourhoods interesting. They’re also releasing beautifully shot short videos which show what it would be like to live here.
So far Blok have nearly sold out all five of their developments, and they have a few more in the pipeline.