Project T

T&T Group has established itself as a leading player in the high-end residential housing market by redefining how residents perceive and experience life. With a focus on innovation and modern ideals, they approached us to develop a new brand ecosystem for their latest project. Our goal was to showcase unprecedented amenities in the Indian luxury housing market, emphasizing convenience, exclusivity, and luxury as the core themes.

T&T Group's expertise in futuristic housing and success in their thematic projects were instrumental in positioning Project T as a potential industry game-changer. By incorporating extravagant amenities from their previous projects and introducing exclusive concept homes, T&T aims to elevate residents' lifestyles and set a new standard for future living. These concept homes represent innovative living spaces that are not yet widely available but will become the norm for future residents.

We needed to create a communication plan that aligns with the standards set by the previous projects by T&T Group. It was crucial to convey a sense of exclusivity and futurism while inspiring curiosity in 'Project T'. We focused on addressing skepticism towards the innovative ‘concept homes’ through a carefully crafted strategy.

Our main goal was to position Project T as the peak of refined living, offering cutting-edge futuristic homes and gradually shifting Indian homebuyers' mindset from traditional housing to contemporary living.

Based on T&T Group's vision, we decided to name the new project 'Project T'. This name was chosen unanimously to symbolize two important aspects of T&T Group. The term 'Project' represents their cohesive team of experts working together towards achieving remarkable goals. The letter 'T' directly refers to T&T Group's very first project, 'T Homes'.

We created a distinctive and immersive positioning for Project T, titled 'For The Chosen Few', to communicate exclusivity, convenience, and a comfortable lifestyle. Our team also developed assets highlighting their limited availability and fostering a sense of exclusivity among prospective residents.

During the logo development stage, our team worked together to create a symbol that aligns with Project T's vision. The chosen ‘Benchmark symbol’ represents T&T's commitment to continuously elevating the standard of living for all residents. It also carries historical significance, adding to the logo's memorability and recognition.

Project T was designed to evoke a sense of exclusivity and grandeur in every aspect of its communication. It is tailored for those who aspire to live above the ordinary and experience a lifestyle made ‘for the chosen few’.

The impact of our efforts is visible through the enhanced brand awareness of Project T, along with an increase in media activities across various platforms, including print, out-of-home advertising, and digital presence. Moreover, the targeted promotion of Project T has successfully attracted the desired audience, encouraging them to book a visit.