We were approached to create a brand for Argan Group. A property developer who puts the people at the forefront.
We created a brand strategy and proposal, conveying that Argan and their Customers share the same values. They have the same passion and desire to create the high-end, design focused homes. The brand will communicate with its customers and involve them throughout the process, where Argan will either act as a trusted leader and design guardian, or support and facilitator. The brand aims to portray that building a home with Argan is a process where not only the customer’s wants and needs are of highest priority, but their personality and individuality reign supreme.
The following shows the brand design created for the ARGAN Group.
Designed at Dare Creative.
ABSTRACT INDIVIDUALITY
“Unlike a house or a flat, a home is not something concrete. Its meaning is abstract and personal.”
Martin Wolf (Definitions of home, Financial Times.)
This route focuses on shared values between Argan and their customers. The brand uses a series of Abstract geometric patterns to portray these values. The graphic line mask, used to hold the patterns relates to architectural drawings and Argan’s attention to detail. The direction of the line all angled from one point, helps to symbolise the ‘common goal’ of both client and customer. Your journey starts here, together we will build your ‘dream home’.
The limited, yet sophisticated colour palette evokes elegance and luxury. Metallic print and textures would enhance the premium aesthetic, whilst the tone of voice would remain uplifting and personal. All assets working together will help to provide an aura of Abstract Individuality.
INITIAL STYLESCAPE
A house doesn’t make a home. You Do.
A home becomes an expression of the people that live there. We all are unique, we have different desires, tastes and perspectives, but there are commonalities amongst us that push us to align with values that we deem to be most important in our lives. A “home” expresses one’s personal history, identity and relationships. It defines one as a person.
Abstract custom art prints are created and gifted to each customer upon completion, based upon each of their ‘core values”. These values would be chosen from a list by each customer at the time of build, to help describe the essence of their home. (for instance ‘Inspiration & Sustainability’). Each abstract art piece would be created using geometric shapes from the Argan pattern set. Once again, the custom print which is unique and personal to them, acts as quite a literal aspect of Abstract Individuality.
Brand Application
The following shows the brand principles in action.
