RACE was approached by a private, independent property developer to create a brand for the portfolio.
A series of focus groups were held to analyse the competition and perception of their brands by the target market. Demographics in the areas of operation of the business were also analysed. In order to differentiate significantly in the market place a series of proposals for brand names and accompanying 'strap lines' were developed, before returning to the focus groups for their comments.
Pulse: Life Support was adopted as the agreed choice of the focus groups, the lateral approach receiving overwhelming approval from the statistical analysis of group findings.
The brand was subsequently applied across all areas of the business branding, from stationery and web-site, through to property bannering, point of sale and PR, plus the negotiation of a major sponsorship deal through to trade mark registration.