Caisse Generale Immobiliere Marocaine Design & Branding DOMAINE DE NORIA by W&Cie


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Industry Transport, travel & tourism
Media Design & Branding
Market France
Agency W&Cie
Creative Director Gilles Deleris
Released November 2010

Credits & Description

Category: Logo Design
Product/Service: TOURISM
Agency: W&CIE
Date of First Appearance: Nov 1 2010
Entrant Company: W&CIE, Paris, FRANCE
Creative Director: Gilles Deleris (W&CIE)
Graphic Designer: Jules Trifard (W&CIE)
Graphic Designer: Grégoire Gilles (W&CIE)
Typography: Jean-Francois Porchez (Freelance)
Media placement: Naming - Ads, Print, Architecture - 10 October 2010
Media placement: Branding - Ads, Print , Architecture - 4 December 2010
Media placement: Graphic Territory - Print (Institutional &Marketing), Ads - 20 February 2011

Describe the brief from the client
The Compagnie Générale Immobilière Marocaine is developing a major integrated real estate program a few miles away from Marrakech : villas, hobbies, hearts of life, infrastructure and services for an unusual quality of life. In a saturated market and severely affected by the economic crisis, the brand must allow the project to emerge and distinguish itself.

Describe the challenges and key objectives
Create a brand inspired to Moroccan codes at destination for Moroccans living abroad and for a French majority. Give the brand identity of both typical Moroccan culture without falling into "cliché"

Describe how you arrived at the final design
A premium brand, inspired by vernacular codes for a contemporary reinvention. An identity system for each subsets to commercialize that builds the global territory and ensures consistency in diversity.

Give some indication of how successful the outcome was in the market
The reinvention of the traditional codes in typographic design and construction of frames. The development of the range of 'quality of life' services for a brand in action, which shows the attention paid to its audiences.