MoMa: communicating a large residential project under a single direction

MoMa is a seafront residential project developed in Giulianova, in Abruzzo, for Passacqua Group. The complex is made up of two mirrored buildings joined by a central square and comprises 76 apartments spread over six floors, plus two underground levels for private parking. The location is one of the development's most defining features. Some residences face directly onto the sea, while others look toward the inland mountains, offering different perspectives and a relationship with the landscape that changes with the light.

The challenge: telling the scale without losing the identity

The communication of a large-scale project cannot limit itself to representing the buildings or describing the available units. In MoMa's case, the challenge was to build a story able to convey the atmosphere of the development: the bond with the sea, the presence of the central square, the architectural rhythm of the two volumes and the relationship between the residences and the surrounding landscape. It was necessary to make the scale of the operation understandable without reducing the project to a set of technical data. The communication had to reach the target directly, enhancing not only the complex's real-estate features, but also the lifestyle MoMa intends to represent.

Communication built as a system

To tackle the project we developed a single direction, coordinating identity, visual content, commercial tools and digital presence. Brand and identity defined the overall language of the operation, creating a coherent base for all the following materials. Renders, images, video, photo- and video-insertions translated the architecture into a more immediate story, able to show the project in its context and to make atmosphere, views and living quality perceptible. The virtual tour and the design-suite tools broadened the presentation possibilities, offering content useful to better understand a project not yet experienced directly. The same direction was applied to the sales materials, the signage, the sales kit and the tools for the physical point of sale. This way, every element contributed to building a uniform perception, from the first contact with the project to the sales meeting.

From communication to sale

The Lynfa Ecosystem and the Phygital Store made it possible to place the content within a wider, more orderly presentation experience. Renders, videos, materials and project information were not treated as independent outputs, but as parts of the same path. This approach helped reduce the fragmentation between different tools and keep continuity between communication, lead collection and commercial activity. Marketing and digital presence were developed within the same direction too. The project was thus able to present itself to the public with a recognisable identity and coherent content across the different touchpoints.

Coordinated work in ten weeks

The entire communication system was developed in ten weeks. The complexity of the work didn't depend only on the number of services involved, but on the need to coordinate them without losing coherence. Every piece of content had to reinforce the others and help make the overall value of the operation clearer. The result was a project able to achieve excellent results in terms of lead collection, awareness and communication impact on social. MoMa shows how important it is to tackle a large real-estate development through a shared direction. When identity, visuals, sales materials, digital tools and marketing work together, the project becomes more recognisable, easier to understand and more effective along its commercial journey. For a property developer, it means being able to count on a single partner able to read the architecture, identify the distinctive elements of the development and turn them into a communication system useful to presentation and sale.