Problem: The project lacked a narrative, and its location, architectural structure and current visuals were negative contributors.
Solution: In the research conducted on Menemen region, it was discovered that Menemen County once was home to the Roman Empire. The “Crescent Architecture” of the project allowed manipulation of perception to a resemblance to the Colosseum in a visual reference to the mythos.
A brand message far exceeding the project was given with the slogan of “Don't buy a house, buy a masterpiece!” In addition, the slogan “Don't settle for the model, come see our real suite!” acclaimed highly enough to be imitated by national construction companies.
Result: All negative aspects of the project suddenly turned into its greatest strength. A high sale graph was achieved with buyers from outside İzmir.