In achieving the objective, we streamlined the brief to very few ideas that will help to guide the creative direction. The ideas include ease of selling, quality property-buying decisions, quality development processes, and transparency.
The metaphors adopted are land pieces, horizontal lines, and the “S” initial. We used the broken horizontal lines to stylishly depict the letter “S” while at the same time communicating the idea of land pieces. Also, horizontal bars have been used by well-known brands to communicate the ideas of trust and calm. Companies like IBM and DHL have used horizontal bars to depict the same.