Title	OUTPERFORMANCE CULTURE
Brand	PPF REAL ESTATE
Product/Service	BUSINESS PARK
Category	A09. 360 BRAND & IDENTITY EXPERIENCE
Entrant Company	LANDOR ASSOCIATES London, UNITED KINGDOM
Advertising Agency	LANDOR ASSOCIATES London, UNITED KINGDOM

Name	Company	Position
Peter Knapp	Landor Associates	Global Creative Director
Ryan Shaw	Landor Associates	Design Director
Matt Comboy	Landor Associates	Creative Director
Naomi Davie	Landor Associates	Senior Client Manager

Brief Explanation

Comcity was constructed 20km outside of Moscow, which posed a significant challenge in securing companies to occupy the office space. This was because working environments situated on the periphery were perceived as cheap and second-rate. Our job was to forge a powerful identity to reassure leading entrepreneurs that it was a first choice for business.

The Brief

The brief arose from the ambitions of PFF Real Estate Russia, which not only wanted to develop the ‘most remarkable office park in Moscow’ but also promised to build a world-class, leading corporate destination. We were to construct a brand identity for the business park that would drive the project’s development value and match the vision for success held by its future partners and occupiers, as well as surpass their requirements for productivity, efficiency and healthy working environments. Introducing Comcity…

How the final design was conceived

We wanted to develop a unique visual identity that accurately reflected the intelligent aspirations of Comcity. So we created an environment that embodied the schematic, architectural and mathematical; one that catered only for the astute, meticulous, and ambitious. We championed a black and polished steel vision that was punctuated with vivid orange; an indicator of flare and a benchmark of achievement. Our design brought to life the original and innovative mantra that existed at the heart of our strategy: the culture of outperformance, something that not only met, but surpassed, the expectations of the client and their partners.

Indication of how successful the outcome was in the market

As of 2014, 53% of the letting space is now occupied, and the site has seen an 89% uplift in visits by potential tenants. This is a monumental result considering, as of February 2014, Rumiantsevo underground station, the closest metro link to Comcity, is still under construction. Such a high rate of interest could only have been achieved with exceptional brand positioning, which instilled confidence in investors and businesses and ultimately elevated the perception of Comcity beyond the expectations of an international corporate audience.