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Building Blocks - HDIL

HDIL (Housing Development & Infrastructure Ltd) is among India's top three development and infrastructure companies. This fact is not widely known. The creation of a new corporate identity was the first step and foundation stone of the company's communication with its various constituents.

Project Corporate Branding
Client Housing Development and Infrastructure Ltd
Creative Team Onsite Creative Lead, Project management and Production Team, Offshore Creative Director .
Objective To identify the key differentiator that would set HDIL apart from other ‘builders/real estate developers’ in the realty market and create a corporate identity system that supports this positioning thus establishing a unique corporate image for HDIL amongst relevant stakeholders.
Scope Design a set of unique brand identifiers as part of the corporate identity system, reflecting the essence of HDIL extending across all touch points with various audiences spanning external, internal and digital communication.
Target Group Institutional and retail customers, planning / development agencies, banks and financial institutions.

Creative Value! Infrastructure or the lack of it is a pressing issue today. We realized that there is one proposition that only HDIL could own by virtue of its vast experience in working with govt planning agencies towards slum re-development thus enabling the creation of infrastructure, meeting a business objective and a social need.
 
The corporate identity is built on this proposition of creating value. The brand identifier is built around sthe concept of a honeycomb as a metaphor for living spaces, working spaces, teamwork and communities. A single hexagon has been deconstructed to create a stylized cube that symbolizes the value and strength and the individual unit.
 
The honeycomb and cube capture the micro and macro aspects of HDIL’s business – it conveys that while there are multiple facets to the business, each aspect gets the focus that it deserves and while HDIL creates living spaces, working spaces and infrastructure for mass and premium customers and institutions, each customer gets individual attention.
 
Every touchpoint right from stationery, creatives for mass media, signage and interior graphics carry these brand identifiers to re-inforce our proposition.


The realty market is cluttered today with builders proclaiming that he is into residential, commercial and hospitality projects. We were faced with the problem of having to define the scope of business that HDIL is into while not falling into the same trap as other builders. ‘Microstructures. Megastructures. Infrastructure’ has been created as a ticker (that re-brands HDIL’s masshousing, larger projects and slum-rehabiliation projects) and accompanies the brand identifier unit. This ticker not only serves to classify HDIL’s businesses and shows the range of operation but also sets them apart from the other players in the market.

Brands: the third certainty
Read this blog post on how we view brand.
 
View Sample
Click here to download sample pages of the HDIL brand
style guide.
 PDF 242KB
 
LITMUS  
  Team Apparatus has designed developed more corporate and brand identities. To see them all download this Archive  
 PDF 158KB
Let us talk more about
this project:

Lisa Costa
lisa@apparatus.in