Minerve for Revive
Illustrating a new perspective on real estate
Minerve is Revive's urban development project on a brownfield site just south of Antwerp. We built its branding around lively illustrations, a prospectus designed as a bike tour, a launch campaign and a content-driven website.
The story behind the work
What was the challenge?
Space is limited in Belgium. Imagination is not. Revive's urban development project Minerve gives new life to a brownfield site just south of Antwerp, a very popular residential area. Revive offers a different perspective on future-proof building and living, and we provided the branding to go with it. Most people like to show off, especially in the real estate business, and glossy 3D images are one way to do it. Minerve also had to build momentum towards its opening sales weekend. The design process was still at an early stage, so visual material was limited.
What choices did we make?
We chose lively illustrations over glossy 3D images, because they convey the unique dynamics and character of the neighbourhood. One drawing shows the park-like open spaces and quality time outside. Another captures the 'home sweet home' feeling. The third refers to the recreational opportunities nearby and the accessibility of the site. We applied the shapes and graphical elements of the drawings consistently in all communication, with a vibrant colour palette to support them. For the prospectus we took the location as inspiration. For the website we started with an analysis of classic online real estate search platforms. Using illustrations and vectors kept the digital images small: 'low weight, no wait'.
What did we create?
We made a prospectus conceived as a bike tour along the most important points of interest, with a handy map included. It also covers the history of the site, an interview with the renowned master planner and an explanation of the design of the vegetation and landscape. To build momentum towards the opening sales weekend, we set up a landing page fuelled by a targeted campaign with online banners, door-to-door flyers and activation on site. It generated an impressive number of leads for the launch event, exceeding the expectations of the Revive sales team. We then developed a content-driven website from scratch, based on wireframes and goals defined after our analysis. Thanks to the illustrative design, the website is very mobile-friendly and gives visitors a fluid web experience.