Let's get ready to arriveBranding for residential properties by Primus AG
A flexible branding for Berlin neighborhoods - young, urban, and community-oriented.
arrive is Primus's new residential and leasing brand - developed as an independent, emotional umbrella brand that is clearly distinct from the corporate brand. It is aimed exclusively at tenants and forms the communicative framework for several Berlin residential projects and neighborhood developments. The brand idea deliberately does not start with apartment leasing alone, but with the feeling of arriving: "Arriving means being at home." This idea forms the core of the brand and expresses that housing is more than a functional place to sleep. Accordingly, the claim "Get ready to arrive." was developed - a motivating promise to become part of a vibrant urban community. arrive is therefore not just a name, but an attitude that connects all locations.
The new residential and leasing brand that turns arriving into a feeling of home.
A flexible design for different neighborhoods
The design system is distinctive and flexible enough to apply to the different neighborhoods. The visual language and color palette are youthful, energetic, and emotional, and provide an identity anchor for the target audiences: young singles, urban couples, or small families. The sub-brands such as arrive Pankow or arrive Kreuzberg each have their own identity, yet remain clearly anchored in the arrive master brand. This creates a consistent, recognizable brand system that can respond precisely to any location and any neighborhood.
Diverse touchpoints
In implementation, the arrive branding was rolled out across a wide range of analog and digital touchpoints. These include the website and digital leasing funnels, construction-site fencing branding, on-site project presentations, leasing materials, and accompanying communication measures. This makes the brand both visible and tangible - during the early construction phase as well as throughout the leasing process. The brand positions housing as a community experience, as a modern urban home, and thus provides a sustainable basis for communicating contemporary rental housing concepts.
