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11:an

Ett bostadsprojekt för Skeppsviken

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Uppdraget.

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Skeppsviken ska uppföra en fastighet med 55 bostadsrätter i centrala Floda. För att få skapa ett intresse för lägenheterna och därmed driva på försäljningen bad de oss att ta fram ett koncept för fastigheten; en identitet.

Att skapa en identitet för ett boende kräver mer än bara ett namn och en grafisk design. Vi behöver en berättelse som målgruppen kan se framför sig och kunna placera in sig själva i. En berättelse som tar avstamp i fastighetens funktion och det liv den erbjuder de som kommer att bo där.

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Hur gjorde vi skillnad?

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Fastigheten ligger ett stenkast från Floda Torg, ett klassiskt svenskt ortstorg med matvarubutik, apotek, caféer, m.m. Närmaste granne är Centralskolan med förskola och klasser upp till sexan. Inom några minuters räckhåll ligger pendeln till Göteborg eller Alingsås. Parker, badplatser, restauranger och butiker. Allt finns runt hörnet.

Med närheten till vardagslivet som plattform kunde vi rikta oss mot flera målgrupper. Äldre generationer lockades av det enkla livet fastigheten erbjöd. Yngre tillbakaflyttare attraherades av samma situation, med ett enkelt och hållbart familjeliv för lilla familjen.

Naturligtvis behövde fastigheten ett namn. Ett ordinärt bostadsrättsnamn (t.ex. Brf. Ollonborren) kändes som fel väg att gå, eftersom det riskerade att hamna i samma hög som många andra.

Floda Torg är ett sjuttiotalstorg. Vi hämtade inspiration från samma tid, nämligen de miljonprogram som uppfördes då. Stora gårdar, där man s.a.s. var sin uppgång. Var bor du? På 34:an. Varje uppgångs identitet präglades av de som bodde där. Den här fastigheten låg på Rurik Holms Väg 11. Därför blev namnet kort och gott: 11:an.

En tidstypisk grafisk design signalerade igenkänning till de som var med då, och utgjorde en spännande retroassociation till den yngre målgruppen.

Vi tog fram broschyrmaterial, hemsidan anpassades, och det hela pluggades friskt i sociala medier. Resultatet blev en mycket god försäljning samt en positiv och uppskattande reaktion hos målgruppen. Projektet blev ett bra exempel på vad man kan uppnå när man dyker lite djupare och hämtar en berättelse ur det liv som boendet faktiskt erbjuder.

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This is a parallax text block. Click the edit button to change this text.

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Sharing is caring
[sf_social_share]

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Liknande case 

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