The Challenge
Create a name, brand identity and generate leads for an ultra-modern building in Rosebank that offers a unique take on urban apartment life with its prime location and panoramic views of the Johannesburg skyline. This residential masterpiece was designed and built in a wedge shape reminiscent of some of the most iconic urban high-rise buildings across the globe (Flatiron Building in Manhattan and Potsdamer Platz in Berlin).
The Solution
The wedge shape has become a symbol of modernity, style and innovation throughout the world. The name chosen that embodied these key emotional and functional benefits is APEX on Smuts because APEX is the highest part of something, especially one forming a point. The customer journey revealed and guided all outdoor advertising and online experiences necessary for lead generation.
THE RESULTS
The Apex on Smuts offers a unique perspective on upmarket urban living. Emphasized and accentuated by clean-cut lines, the wedge shape of this soon-to-become iconic building not only provides its luxurious apartments with some of the most breathtaking panoramic views, but also a brand that is fresh and modern. The Apex on Smuts will soon become the summit where modern design and cosmopolitan living converge.