Branding the Future with Futurium

CLIENT

Kharkiv-based developer Alliance Development knocked on our door. In the historic city center, they created Concept House – Futurium, a one-of-a-kind project. The building was truly unique and ahead of its time. The challenge was to convey this value to potential clients.

That’s when the high-tech marketing journey began.

TASK

To bring together all the conceptuality, uniqueness, and relevance of Futurium. To transform all the privileges and values of the product into a real marketing strategy that will remain effective even in the year 3021.

To create an advertising campaign that could be seen even on Mars and remembered by future generations.

RESEARCH

What about the competitors? Every research starts with this question. We needed to understand why people should choose us.

For the founders, the answer was obvious: “Our product is unique.”
For marketers, it was a bit more complex—what exactly makes us unique?

TARGET AUDIENCE

To understand our uniqueness, we first had to determine who we needed to impress.

So, we conducted a detailed analysis of potential clients, Alliance Development buyers, and those purchasing from competitors. We studied ethnography, habits, barriers, and goals.

And that’s how our target audience persona was born—Yan.

He was a man who participated in in-depth interviews and became the perfect prototype for all luxury real estate buyers in the heart of Kharkiv.

INSIGHT

Our target audience thrives on the success they’ve built with their own hands over the years. Their standards keep rising—they want the best for themselves and their families.

The homes they purchase must not only reflect their status but also elevate them above the “ordinary.” They seek to be surrounded by like-minded, high-status individuals. However, such people usually prefer real estate outside the city.

So, we will create the comfort and exclusivity of suburban living—right in the heart of the city.

Concept House «Futurium»

POSITIONING

Having gathered all the insights, we moved on to developing the brand’s positioning.

Living in Futurium means securing a happy future today—a unique, signature home in the quiet center of Kharkiv. The standout feature? Villas. Apartments with terraces act as a lead magnet, drawing people to this residence. And as a pleasant bonus, living here makes you part of Kharkiv’s cultural and historical legacy.

Bridging the past and the future—for you.

A HOME AT THE CENTER OF THE FUTURE

Our communication is driven by logic and philosophy. We don’t just say, “Our materials are of the highest quality, so the building will last for years.”

Instead, we say:
“We built this home for your children and their children’s future. These windows? Crafted from wood encased in aluminum. The reeds used? Grown 300 km from Kharkiv.”

IDENTITY

Visually reinforcing everything we’ve discussed. A sleek, stylish design should become our second language.

Most layouts utilize two distinct color palettes that blend the brand’s signature hues.

For Futurium’s communication, we’ve chosen the Swiss typographic classic—Helvetica in its Roman style, ensuring clarity, elegance, and timeless appeal.

RESULT

Our billboards were displayed in the heart of Kharkiv. And Futurium gained new clients who had always dreamed of living in that world of the future. Now, in the historical center of Kharkiv, there is one more remarkable story to tell.