Brand Platform and Advertising for BI Group
BI Group turns its logo’s ellipse into a window on home life.
The Clients developed an umbrella brand platform for BI Group, Kazakhstan's largest developer, to unite its many residential complexes under one proposition rather than promote each separately. Built around the idea of expanding the boundaries of happiness, the work introduced the slogan “Live Happiness” and a fairy-tale film beginning with “The End,” showing smart-home features as everyday magic after moving in. The existing logo, Gotham typeface and blue were retained, with the ellipse reworked as a window motif alongside a purple accent, gradients and templates for outdoor advertising, construction fences, sales offices and digital channels.
Set in Gotham
Insights
- BI Group needed an umbrella platform connecting its residential developments. The Clients organised the work around expanding the boundaries of happiness and the Live Happiness proposition.
- A fairy-tale film begins with The End and imagines life after moving in. Smart-home functions, app-based repairs and fingerprint entry become forms of everyday magic.
- The identity retains the existing logo, Gotham and blue while repurposing the ellipse as a window. A deeper blue, purple accent and gradients extend the visual language.
- Templates carry the system into outdoor advertising, construction fences, sales offices and digital communication.
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