THE BRAND
Maitland Metro is a new mixed-use precinct just outside the Cape Town CBD. It includes several existing buildings in the area. The intention is to upgrade or replace these buildings and introduce new low-cost residential apartments for buyers and renters, as well as commercial and light industrial opportunities, over the next 5 to 10 years.
The first development, The Prime, 192 affordable residential rental apartments, was recently completed in December 2021.
THE STRATEGY
Firstly, to launch the Maitland Metro precinct as a major new development close to the City through a website, onsite banners and press releases to property publications.
Secondly, to solicit interest in, and applications for, the first component, The Prime, a low-cost, residential rental apartment building, with ground floor retail, using a QR code on onsite advertising, and Property24 and Google search online advertisements.
The primary target was the under-35 white collar workers in the area, in particular the over 2000 local call centre employees.
THE WORK
As a new property development, Maitland Metro required a brand identity. This also included a naming and logo design system for the individual buildings making up the component parts of the precinct. The Prime is the first of these.
The major components of the launch were a comprehensive website including a comprehensive online application process for The Prime. To solicit interest and spread the word, large on-site hoardings with QR codes were used as well as leaflets delivered to local businesses and homes.
Shown here, in order are:
- The brand identity manual
- The brand mark development
- The brand signature in black (mono)
- The brand signature in colour
- The Maitland Metro website: www.maitlandmetro.co.za
- The Prime logotype.
- The Prime main exterior building sign
- The Prime website
- The Prime leaflet
- In addition, the Prime building signage and the tenant sign system was designed and managed.
THE RESULTS
- The Prime was completed in December 2021 and applications began in January 2022.
- The occupancy reached 100% by 30 June, two months ahead of schedule.
- Online views to date total over 45 000 with 2 222 online applications completed.
- Some examples of the views breakdown include:
- QR code: 13770, or 11% of views
- One bedroom apartment: 6136
- Two bedroom apartment: 5225
- Bachelor apartment: 5347
- Apartment shared: 2790
- Commercial enquiries: 1195
- Retail enquiries: 1015
