Futureproof

Lindner Real Estate was planning the development of a new generation of business park in Tirana, Albania. Office buildings and business space in Albania tends to be very classic or old-fashioned, with an architectural look reminiscent of the ‘80s style in Western Europe. The new Lindner business park near Tirana International Airport will be innovative, first-rate (style: modern Bauhaus), unique, and above all: green. However, Phase 3 of the construction plan will not end until 2020, so the creation of branding and marketing materials had to be futureproof: more than visionary yet still be up-to-date 10 years after its creation.

One step ahead

Dragon Rouge undertook an extensive brand audit workshop with the international client team in Albania, to help create the basic concept for the business park, its positioning, name & claim, design universe, and communications. The Big Idea on which the brand was developed was “One step ahead”, encompassing the ideas of ‘360° best business place to be’ and the green experience. We wanted to communicate the notion that prospective clients could get on with business while the Park took care of the rest… all in a green environment. We looked to be visionary, entrepreneurial, smart, but green and human too.

Making a modern classic

The name was simple enough: Tirana Business Park. The claim was verbally expressed as “Tomorrow. Now.” The logo was clean, straightforward, and undeniably futureproof: the 3 letters TBP for Tirana Business Park correspond to the construction plan and building shapes in the park itself. Corporate paper and the PowerPoint look follow the chosen architectural concept (the basics for the construction plan and the buildings’ shapes and dimensions): grid scaled 5:2. A strong colour palette represents both the business world and the green experience, and we chose a modern classic type to support the professionalism of the scheme. Individually and in combination these elements are fresh and modern but at the same time great modern classics, making them well equipped to ‘survive’ the next 10 years.