Le Mirage

Nine semi-detached villas in Gorgier, in the municipality of La Grande-Béroche, on the shore of Lake Neuchâtel: 5.5 and 6.5 rooms, Minergie-P, each with its own garden. In 2023 the developers put the sales mandate out to tender. OMNIA Immobilier answered with a full marketing proposal, built on a brand designed for the occasion.

A villa by the lake is the kind of home most people only dream about. The pitch had to make an exceptional, rather exclusive product feel within reach for young families, and look nothing like the usual renderings-and-sunsets of real-estate advertising.

The project looked like a mirage, so the brand became one. One line carries the campaign: “Non, vous ne rêvez pas”, no, you're not dreaming. Illustration replaces the usual renderings, because a dream home is something you draw.

The symbol folds the villas, the lake and ecology into a single sunset disc, set in soft peach and lake blue with drifting wave shapes. The system was then rolled out across a bus, street posters, press, brochures, a website, social media and welcome goodies for the buyers.