Matau Kauną — How YIT is Breathing New Life Into an Old and Forgotten District of Kaunas
YIT is one of the largest international real estate developers in the European market, with a vast and diverse project portfolio. Their most recent one involves a property in the Aleksotas district of Kaunas. YIT sought to establish a brand name, positioning, and image for this project, and that’s where we stepped in.
The essence of the project:
Our journey began with extensive research. After multiple trips to Kaunas, exploring the long-forgotten corners of Aleksotas, delving into the area’s history, and engaging with locals, we uncovered crucial details about the city and its district. Aleksotas is an exceptional part of Kaunas, featuring an incredible panoramic view from the top of Aleksotas’ Hill, a rich cultural heritage, and a unique appreciation for the arts.
YIT plans to develop twelve sections of apartment buildings, including a central square in the Aleksotas district. After numerous debates, workshops, and significant efforts, we crafted a communication concept strategy from twelve distinct perspectives to represent each section.
We ensured the district has a unique feel and assigned a different name to each section, such as The Home of Sun (the most eastern region of the district), The Home of the Flight (closest to the historically significant Darius & Girenas airport), The Home of Friends, The Home of Stories, The Home of Hills.
Essentially, we discovered twelve diverse perspectives to perceive, experience, and explore Aleksotas through its culture, history, nature, people, freedom, and more. This is how the branding concept of Matau Kauną (I See Kaunas) was born.
Since each apartment section in the district has a distinct perspective, and all buildings will be constructed within ten to twelve years, we had to create a dynamic slogan that could be easily adapted.
- When I see culture, I see Kaunas.
- When I see nature, I see Kaunas.
- When I see freedom, I see Kaunas.
And this is how the slogan “When I see my home, I see Kaunas” debuted.
Services provided:
- Positioning and branding.
- Design of logo.
- Digital campaigns.
- Creating content for the blog and social media.
- Concept development and coordination of Visitors’ Days.
- Design and articles for the promotional magazine Matau Kauną.
Project result:
Our partnership with the client continues. As the first apartment building nears completion we’ve witnessed an increase in public interest in the project.
Through a successful social media ad campaign, we managed to attract an average of 567 unique visitors daily to the Matau Kauną website.
