• Branding
  • Naming
  • Marketing Strategy
  • Website Design

Project Overview

The Benson is a prestigious collection of beautifully designed 1, 2 and 3 bedroom apartments that were launched to market in 2022. Idea were commissioned to develop a name, brand identity and marketing strategy for this luxurious residential development in Dublin’s Docklands.
What is in a name?
As part of the naming project for this development we looked at a number of different directions from names of historical reference, geographical reference and those reflecting the luxurious nature of the development. Working through the process led us to the Benson Building Name, which had local resonance and was really strong. We then created an art deco influenced brand identity using an aspirational colour palette of deep navy and orange to reflect its premium positioning.
Immersive Experience
To realise the vision for this high end development we developed a series of interactive CGI’s and Ireland’s first fully immersive property viewing experience using VR headsets to showcase the individual apartments as well as the building and surrounding area. These were part of the Marketing Suite which was used to highlight the key selling points of this special place to live.
In conjunction with this we also created a website to showcase the best of The Benson digitally - starting with CGIs and then moving to photography as the apartments were completed. These high spec apartments are now complete and tenants enjoy the luxurious living and abundance of amenities on their doorstep.

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