NAVY is a stylish and multifunctional premium-class countryside complex. It combines a modern hotel, a superb restaurant, spacious NAVY EVENT HALL, a large summer concert venue, swimming pools, a children’s playground, and a marina for boats.

We were faced with a multifaceted and complex task that required a systematic and detailed approach.
Our main objectives were:
1. Conduct an analysis of countryside complexes in the Kyiv region and the city of Kyiv to assess services, their costs, and study the target audience.
2. Develop a branding strategy for NAVY, focusing on creating a stylish and multifunctional image.
3. Create a brand book defining the visual identity, style, and branding rules.
4. Determine NAVY’s position in the market, highlighting its unique features and advantages.
5. Identify optimal marketing channels for promotion and develop a marketing strategy for effectively engaging the target audience.

Our team conducted thorough market research, considering both direct and indirect competitors, taking into account the characteristics and needs of our countryside complex.

1. We analyzed a wide range of services offered by competitors and similar establishments, including:
– Accommodation and lodging.
– Restaurant services and menu variety.
– Entertainment events and cultural activities.
– Children’s entertainment and play areas.
– Organization of conferences and business events.
– Spa procedures and relaxation.
– Services for organizing weddings and other solemn events.
Through the analysis of services provided by similar establishments, we identified the strengths and weaknesses of our competitors, allowing us to gain valuable insights for further development strategy.

2. By studying the target audience, we analyzed their needs, preferences, and expectations from similar complexes to provide them with the best conditions and services. This approach helps us understand how we can differentiate ourselves from competitors and better meet the needs of our clients.

During the development of NAVY’s brand image, we created a comprehensive visual and conceptual identity, including the logo, color palette, fonts, graphic elements, and other key attributes. Our goal was for this image to not only reflect NAVY’s core values but also to remain memorable to users and impress the audience.

The NAVY logo was designed with elegance and modernity in mind, reflecting the concept of premium-class and luxurious relaxation. The color palette was chosen to convey a sense of comfort, coziness, and elegance, using pleasant and balanced tones. The fonts reflected a contemporary style and simplicity, adding additional elegance and attractiveness to the NAVY brand.

Graphic elements and design solutions complemented NAVY’s overall image, creating an atmosphere of luxurious and comfortable leisure. It was important not only to create an aesthetic design but also to convey the brand’s identity and values, making it recognizable and appealing to the target audience.

Working on the branding for NAVY involved taking a comprehensive approach to creating a unique image for the complex that reflected its multifunctionality and attractiveness to various audience segments.

Through consultations with NAVY’s management and branding experts, we identified key values ​​that best reflected its identity and mission. We defined the main segments of the target audience, their needs, preferences, and desires regarding suburban complexes. This allowed us to determine what NAVY’s brand should be like to meet the expectations of its potential clients.

The main principles underlying the NAVY brand were luxury, comfort, elegance, and coziness. These values ​​became the foundation for further brand development and communication concept creation.

Moving on to the stage of developing the marketing strategy, we carefully worked out the communication strategy for effectively presenting NAVY in the market. We identified key communication goals, such as increasing brand awareness, positioning its unique advantages, and creating a positive image among the target audience. The communication plan included advertising campaigns in various media, visual materials for advertising and promotional events, PR activities to attract media attention, organizing mass events for interacting with consumers, and so on.