Giving a face to the largest administrative project in CZ

FlorentinumPenta Investments

Officially presented in January 2012, Florentinum — Penta Investment’s flagship project in Prague — needed a brand identity to match their ambitious project. So they called Cocoon Group for the development of the brand identity for their new business.

Intro

Florentinum will bring the highest quality standards right into the center of Prague, and is considered the largest complex of it’s category in the city, with over 56,000 m2 of above and below-ground office, retail, hospitality, and parking services and facilities.

Insights

Cocoon Group was commissioned to develop the “face” of Florentinum brand, beginning with corporate identity and pre-launch materials. The identity, inspired by the brand story ‘Art of Business’, as well as the unique architecture of the building, will both draw from the building design and, it is expected, influence it as well.

Where the story begins

To Inspire

Human Achievement

The cooperation started in 2011 and the first step was to come up with the visual identity for the brand. In this process, the whole corporate identity was defined: the logo, color coding and a thorough brand manual.

A unique identity, inside and out

brand manual

Florentinum pattern

based on logo shape

This identity is linked to the architecture of the building itself, using flowing shapes that will be found inside and outside the structures. CG created a light, modern feeling which matches with the actual feeling you get when you enter the space. The color palette of the interior was also developed.

A unique identity, inside and out

The ART of BUSINESS is ACHIEVEMENT through INSPIRATIONWe are inspired in LIFE to reach for the SKY to reach to the STARSWe draw inspiration from LIGHT itself

“Starlight” palette

From that point, the next tasks involved copywriting and print management of visual materials, which included premium-looking press kits and sales tools.

The art of production

In addition, CG led the development of other of Florentinum’s touchpoints: the website, from the programing administration to texts to the rich, animated imagery, and the out-of-door campaign banner.

A number of platforms

Florentinum’s construction will be completed in 2013 having its first tenants in the middle of the year. Until then, visual identity work can be seen at the Florentinum website, www.florentinum.cz