Branding the last piece of land in the most prestigious Region for ultra high net worth individuals
Challenge
Branding the last piece of land in the most prestigious Region
The project involved branding the last available piece of land in Quinta do Lago, one of Portugal's most prestigious locations, for a condominium of only 13 apartments aimed exclusively at ultra-high-net-worth individuals. The challenge was to position and communicate the development in a way that made it unmistakably clear this wasn't for everyone, while still speaking directly and convincingly to the narrow audience it needed to attract.
Solution
UHNWI Market & Target Research
I conducted market research and target audience research, profiling ultra-high-net-worth individuals, their habits, values, digital behaviour and spending patterns, to identify precisely who this exclusive audience was and how to reach them: globally mobile professionals and families comparing Quinta do Lago to destinations like Comporta, rather than the traditional retiree profile the area was previously associated with. This research informed the brand's positioning, pillars and signature, developed by the strategist on the project, while the designer developed the brand, brochure and construction site signage
The brand was launched in the most discreet way possible, in line with the exclusivity the positioning called for. The majority of sales happened behind closed doors. The construction site was decorated in the most outstanding way, with a huge logo built from the wood exactly the same as the used in the building, serving as the project's most visible public touchpoint.
Client: Norfin | Strategy: Nadia Pestry, Ana Simões | Designer: Joao Pina | Project Manager: Nadia Pestry
Market Research | UHNWI Audience Profiling | Target Audience Research | Competitive Analysis | Discretion-Led Brand Strategy | Cross-Team Collaboration