Designing for the Person Who Has Everything
D2C
User Experience
Narratives
Illustrations
Visual design
Goal
Designing communication strategies that helps the rich 1% consider and be convinced to buy a Vianaar holiday home.
My role
Designer and illustrator
I took charge of the design process end to end, from researching to developing narratives and the final execution.
Client
Vianaar
Vianaar develops premium residential properties and villas designed to blend modern architecture with natural surroundings. The company focuses on creating sustainable, design-led homes and curated living communities in sought-after locations.
Context
1
Flooded with choice
The financial might of the elite class makes them an ideal buyer to any company looking to sell luxury holiday homes. We can expect the viewer to be glancing through multiple brochures with Vianaar’s being just one amongst them.
2
Not a first time buyer
It is highly likely that this is not their first property purchase. Meaning, the quality of construction, amenities, and premium locations are not really a selling point but a basic expectation.
3
Designed for nature lovers
The holiday homes are made for people who wish to get away from the hustle and bustle of city life, be close to nature, and enjoy authentic local experiences.
Strategy
1
Viewers must be able to very quickly judge if this property is something they're looking for
2
Showcase the unique lifestyle possible on the properties and just various amenities
3
Help the viewer image their life on the property
4
Make the brand feel like someone who enjoys the same experiences
Solution
Touchpoints Designed
Brochure
Microsite
Setting the Vibes
Vianaar properties ar for those who wish to immerse themselves into nature and authentic local experiences. It was important to bring this out at the start as this can work as a tool to filter out people who are not looking for these experiences.
A video to slow the interested users down
The video shows a collection of experiences one can enjoy on and around the property. The pace is slow and calming to reflect the life on a Vianaar home.
Narratives to add to the vibe
Well reserched narratives were built to highlight to the viewers about Vianaar key differentiations
Unique Lifestyle
When it comes to the amenities Vianaar offers, there is nothing out of the ordinary. So we decided to highlight the experiences instead. This makes the property feel a lot more valuable.
Signalling through character design
The home is targeted towards families. It is also designed to be pet friendly. Showing a family with a pet having a good time became a key strategy.
Showcasing the experience inside the home
Everyone has their own idea of how they want to use their holiday home, for some, quality time with family is important, others might need some peace and quiet to get some work done. These narratives were built and illustrated to highlight how thoughtfully the home is built.
Not just a list of amenities, but the life around it
All properties at the high-end price range offers greats amenities. Showing the amenities brings little to no value, they are simple used to it. But making the viewers imagine a good life automatically makes the amenities feel more valuable.
Help viewers imagine their life after buying
Floor plans are an expected part of any property brochure. Most people don’t read it because it feels too technical. We chose a sketchy style so that it doesn’t feel too intimidating, and also help people get a better sense of space by showing relatable items like plants and furniture.
Premium Locations
A key attraction of a Vianaar home is its location. Great locations are central to the experience that Vianaar promised.
Unlimited nature and cultural experiences
Highlighting the life possible outside the Vianaar home proved to be a subtle yet effective way to communicate the quality of the location. It also communicates the care Vianaar has put into while choosing a location to build.
A map to make it feel abundant
We designed maps to highlight all nearby attractions. The purpose of this was to show that there are plenty of wonderful spots.
Brand Building
Vianaar wants to position themselves as a company that has similar aspirations and interests as its customers.
Showing the design mood board
The architecture of the property is always inspired by the nature surrounding it. This is a very marketable feature. We designed this section to look like a make out of a travellers's diary.
Impact
The client felt confident
They found the brochure was apt, beautiful, and unique. This gave them great leverage to pitch the property to prospective buyers
A strong branding tool
The brochure propelled the differentiation of the brand. It effectively attracted the right kind of audience towards Vianaar.
Scalable template
The brochure is built on a scalable template. Making the brochures of future properties easier and faster to make as there is a strong foundation to build upon.
