Prime Marina by Prime Group and Melwa: brand creation and launch for Port City Colombo's only marina-front address
Port City will have many towers. Only one sits on the marina.
Prime Group has spent three decades building the residential market in Sri Lanka. Melwa is one of the country's most trusted conglomerates. Together they took the last marina-front plot in Port City Colombo, the precinct that occupies one percent of the city's land and none of its substitutes.
The brief could have been another luxury tower with a better view. It was not written that way. Five hundred and fifty residences, designed by P&T Singapore, at the point where the marina, the waterfront bridge and the Indian Ocean meet. You can build another apartment. You cannot create another marina once the land is gone.
- Brand strategy
- Identity system
- Launch campaign
- Film
- Sales suite
- Partnership lockup
- Print and invitation
- Environmental branding
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What the marina taught us.
Look like the marina first
Category real estate still talks in towers and finishes. This one had a view nobody else can claim. The identity took the bridge into the mark so the name would read as an address, not a development. Every surface had to start the argument the marina finishes.
A brochure explains. A room convinces
Everyone who walks into a Port City sales suite has already seen Singapore and Dubai. A brochure that explains marina living to that person has already lost. The room has to be the world.
Two names the market already trusted
Prime Group had already made YOLO with BBT. Prime Marina had to tell a different buyer something equally specific: Sri Lanka now had a marina-front address that could stand next to the ones they already knew. Two conglomerates on the lockup. One name on the water.
The next brief is the proof
The second brief only arrives if the first one held. The most useful thing a project brand leaves behind is the next one the developer is willing to write.
We have done two projects with BBT. Both have been really successful.
