PROUD

Brand strategy and design aimed at being the best

A business branding project started with the goal of establishing a condominium brand that would challenge and win over competing brands. The company has reorganized its multiple condominium brands and shifted to a brand system that concentrates value into a single brand, "PROUD". At the time of release, we avoided corporate brand identity and instead focused on promoting the luxury condominium brand, "PROUD," which has grown into the top brand. Subsequently, competitors followed a similar approach, but the company remained the top brand. The brand name "PROUD" expresses Nomura Real Estate's commitment to delivering and realizing "the very best experiences" for its residents, as they experience the pride of living there in a way of life that they can be proud of.