Eluria: Luxury Real Estate Branding

Noteworthy Nomenclature.

Eluria’s name is a minted evocation of “elan,” meaning flourish, illuminate, allure + “via,” meaning a way of life + “ya,” meaning house. Combined, these words lead to “a house flourishing with beauty and light” or “path to illumination.” In Hebrew, Eluria also means “precious flower.”

Daily Rhythms Captured In Bespoke Patterns.

Part of Eluria’s sense of place is the observant quality of how life unfolds along Rada Street (where it will occupy), the neighboring parks, and the slice of living and working transitions that define the beats and rhythms of Makati. These rhythms – expressed through a series of custom patterns that echo the brand strategy – become graphic elements to visualize life unfolding in the neighborhood.

The Psychology of a Locale

People choose places. There’s always a reason why people choose to live in a specific neighborhood. Then it starts attracting like-minded and like-hearted individuals. 

Until one day, the place chooses us. And says, come with me.

With Fort Bonifacio rapidly rising as a global city, how can a real estate brand like Eluria capitalize on Makati’s clout as the Philippines’ preeminent metropolis? Our placemaking strategy highlights the many undefeated elements that make Rada in Makati encircled by – and saturated with – charms and textures that emerging districts cannot easily replicate. It remains a premier place for living, working, leisure, commerce, and pleasure. 

The Soul of Strategy

Emotion, function, affirmation, aspiration, and significantly purposeful vision underline the essence of the real estate brand Eluria. We conveyed only the essential elements that matter to the project and ingrained these decisive qualities into the overall goals of Arthaland and the brand’s intention. 

Elevated by Design

Eluria’s architecture, with its “contemporary treehouse” concept integrated with the interiors’ Japanese philosophy of Wabi-sabi, is the masterful execution of FMB Architects’ Michael Banak. The elegant structure evokes understated luxury but incorporates state-of-the-art technology and a rich, unsurpassed array of green features. The real estate development has already garnered LEED, WELL CORE, EDGE, and BERDE certifications without compromising amenities, qualities, and ideals.

Typographic Exclusivity

DFT commissioned a bespoke typeface from Tudotype Foundry‘s João Miranda that speaks of the brand’s values, aspirations, and personality.

Eluria Capitals’ custom characters pursue the idea of rich sharpness with elegant minimalism that comes across through the replacement of serifs so commonly associated with this genre of typefaces, embracing the idea of strength applied in letter carving.

The final output is a beautiful set of capital letters infused with a variety of discretionary ligatures that create unique letter combinations, allowing each word to be as distinctive and crafted as possible through this system of letters.

Although it doesn’t replace the craft present in lettering, Eluria Capitals works hard to make the most beautiful group of letters feel as unique and distinctive as possible.

Editorial Elegance

Drawing from DFT’s extensive editorial and publishing expertise, a lush (soon-to-be-launched) monograph will be the most tactile expression of Eluria’s vision. Written in a defined Eluria brand tone of voice that avoids superlatives and pandering writing prevalent in property development marketing, the monograph uses expressive, intimate language that mirrors the real estate property’s ethos with clarity and passion. 

Staying true to Arthaland’s sustainable brand DNA, the production values echo the same obsessive attention to detail. Specifications include premium FSC-certified paper and non-toxic vegetable inks. 

A weighty custom hardwood case with a laser-cut logo on two sides tangibly and luxuriously articulate the Eluria values. 

Delight and Subtlety – The Mastery of Experience Choreography

Staging a premium showroom experience with potential clients attuned to the codes of luxury is no easy feat. A dedicated luxury vehicle conveys showroom guests from their origin into the discreet experience suite. In every touchpoint of the real estate brand experience – from appointment to exit – the Eluria values are embedded and delivered in a nuanced but seamless way.

No garish branding will assertively confront guests emerging from the exclusive elevator (mimicking the future experience that elevators will open to each unit) and the spacious vestibule.

Artistic Flourish

Steering the brand expression from an aggressive commercial sense, DFT proposed and injected some artistic interpretation of the Eluria real estate brand.

We commissioned renowned ceramicist John Pettyjohn to craft limited and numbered editions of exclusive ceramics in a custom Eluria box – given as gifts to select prospective clients. These deluxe tokens eschew the throwaway practices of cheap promotional items.

Architect and artist Jem Magbanua developed organic art prints illustrating the key differentiating amenities like the rooftop Potager Garden, the Eluria indoor garden, and the sustainable aspects of the units. 

The Shape Of Us – Evoking A Vision Of A Distinct Life

Having delivered an expansive strategy, then crystalizing it with an original, elegant identity, Arthaland extended our real estate brand work by insisting that DFT conceive the Eluria films instead of passing the interpretation to an outsider. 

DFT delivered a film narrative composed of vignettes that give a window into the passions, pursuits, and values that bind the people who will occupy these tasteful spaces. 

Produced at the height of the COVID-19 pandemic, the film’s realization has various complex challenges: logistical restrictions, multiple last-minute cancellations, social distancing regulations, shortened production windows, and limited talent availability, amongst other things. 

In the end, as the film line puts it profoundly, we are driven by the things that truly matter and capture our hearts.

Dignity And Prestige: As Long As It Takes

DFT also conceived a second film to manifest the brand’s concept of devoted, personalized service – a key differentiating proposition of Eluria among competing real estate brands. Instead of a standard concierge service, we upped the ante of luxury developments by proposing prestige services through professionally-trained butlers – pioneering the next level of premium experiences in the Philippine real estate sector. The film articulates the many attentive and anticipatory activities extended to residents and the distinctive element of Eluria – the irreplaceable human touch.