My client's company is in desperate need of a marketing makeover! The company owns about 45 condos in Bangkok, Thailand, which are rented out. The owner of the company is honest, sincere, and trustworthy. He treats renters very well, which is sometimes hard to find in Bangkok (where you'll be lucky to get your deposit back or get anything fixed when it's broken).
The business is family owned and operated, and backed by investors. The company was started as an answer to the inflated, dodgy, and sometimes very tricky rental market in Bangkok. The units the owner selects are always the best in the building, well appointed and located in desirable locations near metro stations. The rents are very fairly priced and typically below market.
If you want to learn more about the company, the current website is here: http://www.alanscondos.com (but be warned, it is hideous). Now you know exactly why the company needs a makeover! The website was not important in the past, because most business was word of mouth.
The rebranding is sorely needed. While the overall Thai economy is doing ok, the rental market here is depressed as most of the renters are foreigners and the global economy is still recovering. The rebranding effort is moving away from "Alan" and changing to the impersonal, but specific "Ajarn" which means teacher in Thai.
The ideal customer is a 25 year old teacher who has never been to Thailand, was recruited to teach at an international school in Bangkok and was referred to the company by school administrators or internet ads on craigslist. The customer wants to find a unit to live in that is near their school, safe, secure, clean, comfortable, and inexpensive.
The ideal customer has a 1 year contract with their school, so they aren't going to break their rental contract. They get paid regularly, so they pay their rent on time. The are currently working as teachers, thus are almost always mature, responsible adults. 60% of customers are teachers age: 20s-30s, either first timers to Bangkok or current residents.
There is a percentage of retirees (20% or less) who we don't want to alienate, but are not the core group. About 20% are other working professionals who live in Bangkok.
The market is flooded lately with so many rental agencies, 1000s of ads per day on craigslist, and many new units being built in Bangkok. Ajarn Apartments needs to stand out from the crowd.
We also consider school administrators, condo office staff and even the security personnel to be our target audience. The school administrators are important because they provide referrals. The office/security staff are important because you want life to be easy for your renters and they often help out with problems.
Needed: a logo for a Condo Company in Bangkok.
The logo will be used for a new website, staff t-shirts, cups/ pens/ umbrellas/ shirts and other free marketing materials we provide to school administrators and renters.
The typeface should be clear, simple and strong. Must be easy to be read if on the left upper chest area of a t-shirt or coffee mug.The logo should portray trust and comfort, but also humanity and care. Easy on the eyes please.
An aesthetic model for the new website is http://www.nakedapartments.com. I have attached some mock ups based on naked. The owner had an idea to have a university graduate cap tilted off to the left of the A in Ajarn or an owl with the same cap on. But please don't any of these guidelines limit your creative genius.
1. a logo that will look good on a lighter background (maybe reversible?)
2. typeface based
3. sexy, but not overly corporate or stodgy
4. clear, simple, easy
5. pleasing to the eye
6. help rent apartments
7. design at its best
Print format - .ai (CMYK)
Web format - .jpg and layered .psd (RGB)
No stock images or clip art in the logo (can't look cheap)