1. 1Page /60FWDBrands Europe 21/02/2011RER – Design Concepts
Chosing the direction
Design development for RER CM
Moscow
21 February 2011
FWDbrands

2. So, we first took a close
look at your surrounding …

3. Competitors and benchmarks
Morgan Stanley
logo
imagery
colors
positioning
Group:
Since its founding in 1935, Morgan Stanley and its people have helped
redefine the meaning of financial services. The firm has continually
broken new ground in advising our clients on strategic transactions, in
pioneering the global expansion of finance and capital markets, and in
providing new opportunities for individual and institutional investors.
Real Estate:
Meeting clients‘ needs with a global platform, a knowledgeable and
talented team of people, and innovative solutions
Today, Morgan Stanley‘s real estate franchise comprises three distinct
yet globally integrated businesses: banking, investing and lending. Our
senior real estate managers, many of whom have spent their entire
careers growing Morgan Stanley‘s real estate business, provide clients
with a team of experienced and knowledgeable advisors dedicated to
superior client service and performance.
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4. Setting the standard in real estate the world over.
An experienced developer of more than 247 million square feet (23 mil-
lion square meters) in more than 760 properties.
A qualified fiduciary with extensive private and public funding sources.
An innovative investment builder that delivers distinctive design and
superior function at competitive cost.
An award-winning property manager that sets higher standards by ope-
rating costs below market averages and achieving outstanding tenant
satisfaction and retention.
A multinational organization with local market knowledge and centra-
lized quality control standards.
An established leadership with average executive tenure of more than
37 years.
Competitors and benchmarks
Hines
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imagery
colors
positioning
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5. Integrity
Respect
Commitment
Innovation
Heitman‘s mission is to be the leading real estate investment manage-
ment firm by outperforming established benchmarks and providing
exemplary service to our clients.
We strive to earn and maintain the trust of our clients and employees
through our core values of integrity, commitment, respect, and innovati-
on.
Our purpose is to invest capital to improve the lives of our investors, our
employees and their families.
Heitman is committed to providing exceptional service to its clients.
Through extensive research, innovative investment products, a seasoned
senior management team and hard work from some of the most talen-
ted professionals in the real estate industry, Heitman has the experience
and the resources to capitalize on opportunities and to achieve its cli-
ents‘ investment objectives.
Competitors and benchmarks
Heitman
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imagery
colors
positioning
5Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

6. Competitors and benchmarks
The Blackstone Group
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imagery
colors
positioning
We are one of the world‘s leading investment
and advisory firms.
We prize intellectual capital as a driving force in creating economic value
We have access to the resources of an unparalleled global network
of corporations, governments and institutions.
Our diverse and synergislic businesses provide a broad perspective
on market opportunities.
We believe the ability to the deliver long term performance is the true
measure of our success.
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7. Competitors and benchmarks
UFG Real Estate
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imagery
colors
positioning
UFG Real Estate funds allow international institutional investors and
high net worth individuals gain access to the emerging markets of Rus-
sia and the CIS. The relatively recent introduction of land ownership and
a newly created land registry system in Russia have created a foundation
for future growth and sophistication of the countries’ real estate mar-
kets.
To date, UFG Real Estate has invested nearly $120 million in six projects.
UFG Real Estate Fund, L.P., our first real estate fund, was formed in June
2007 with a total fund size of $130 million and fully invested in less
than one year since its inception in five lands and early vertical develop-
ment projects in Central Russia. The Fund already achieved a number of
successful exits and continues to develop its assets to highest Western
development standards.
UFG Real Estate funds are advised by a team of international and local
professionals with extensive experience in real estate markets, analy-
tical and legal research, direct investments and investment portfolio
management.
N/A
7Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

8. Competitors and benchmarks
IMG
logo
imagery
colors
positioning
Where Western expertise and in-depth
Russian market knowledge converge.
A leading investor in Private Equity real estate in Russia.
Continuous presence in Russia (over the last 15 years)
Unparallelled experience in sourcing, structuring and executing
transactions
Multy-cultural and fully bilingual team
Unique experience in investement transactions with
Russian developers
Professional market reputation
Track record of success
8Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

9. Your industry looks very rational,
traditional and … unpersonal
9Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

10. On the other hand (your insight) …
… and that‘s very personal
We are in the people-to-people
business. It‘s all about connections,
relations and track records.»
«
10Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

11. Becoming different, coming closer
Routes development vector
Rational Emotional
1.
Absolute
Competence
2.
Competence
You Trust
3.
Pride
Impersoned
4.
Personal
Dedication
5.
Modern Art
of Investment
11Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

12. Becoming different, coming closer
Routes development vector
Rational Emotional
1.
Absolute
Competence
2.
Competence
You Trust
3.
Pride
Impersoned
4.
Personal
Dedication
5.
Modern Art
of Investment
12Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

13. 13Page /60FWDBrands Europe 21/02/2011RER – Design Concepts
Route 1
Absolute Competence

14. Route 1
Absolute competence
It‘s all about making the money
grow...
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15. Route 1
Absolute competence
... by building the houses
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16. Route 1
Absolute competence
16Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

17. Route 1
Absolute competence
17Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

18. Route 1
Absolute competence
18Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

19. Route 1
Absolute competence
19Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

20. Route 1
Absolute competence
20Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

21. Becoming different, coming closer
Routes development vector
Rational Emotional
1.
Absolute
Competence
2.
Competence
You Trust
3.
Pride
Impersoned
4.
Personal
Dedication
5.
Modern Art
of Investment
21Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

22. 22Page /60FWDBrands Europe 21/02/2011RER – Design Concepts
Route 2
Competence You Trust

23. Route 2
Competence You Trust
23Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

24. Route 2
Competence You Trust
Let‘s add some emotion to the competence.
Seal stands for trust.
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25. Route 2
Competence You Trust
25Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

26. Route 2
Competence You Trust
26Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

27. Route 2
Competence You Trust
27Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

28. Route 2
Competence You Trust
28Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

29. Route 2
Competence You Trust
29Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

30. Route 2
Competence You Trust
30Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

31. Becoming different, coming closer
Routes development vector
Rational Emotional
1.
Absolute
Competence
2.
Competence
You Trust
3.
Pride
Impersoned
4.
Personal
Dedication
5.
Modern Art
of Investment
31Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

32. 32Page /60FWDBrands Europe 21/02/2011RER – Design Concepts
Route 3
Pride Impersoned

33. Route 3
Pride Impersoned
We are the winners.
We set the flag of pride. Each of us.
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34. Route 3
Pride impersoned
34Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

35. Route 3
Pride impersoned
35Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

36. Route 3
Pride impersoned
36Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

37. Route 3
Pride impersoned
37Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

38. Route 3
Pride impersoned
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39. Route 3
Pride impersoned
39Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

40. Route 3
Pride impersoned
40Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

41. Route 3
Pride impersoned
41Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

42. Route 3
Pride impersoned
42Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

43. Route 3
Pride impersoned
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44. 44Page /60FWDBrands Europe 21/02/2011RER – Design Concepts
Route 4
Personal Dedication

45. Route 5
Personal Dedication
It is the matter of me. Personally.
Route 4
Personal Dedication
45Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

46. Route 4
Personal Dedication
46Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

47. Route 4
Personal Dedication
47Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

48. Route 4
Personal Dedication
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49. Route 4
Personal Dedication
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50. Route 4
Personal Dedication
50Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

51. Becoming different, coming closer
Routes development vector
Rational Emotional
1.
Absolute
Competence
2.
Competence
You Trust
3.
Pride
Impersoned
4.
Personal
Dedication
5.
Modern Art
of Investment
51Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

52. 52Page /60FWDBrands Europe 21/02/2011RER – Design Concepts
Route 5
Modern Art of Investment

53. Route 5
Modern Art of Investment
Unique vision. Unique language.
Unique results.
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54. Route 5
Modern Art of Investement
54Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

55. Route 5
Modern Art of Investement
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56. Route 5
Modern Art of Investement
56Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

57. Route 5
Modern Art of Investement
57Page /60FWDBrands Europe 21/02/2011RER – Design Concepts

58. Route 5
Modern Art of Investement
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59. Route 5
Modern Art of Investement
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60. Design concepts overview
60Page /60FWDBrands Europe 21/02/2011RER – Design Concepts
Route 5
Modern Art of Investement
Route 1
Asolute Competence
Route 2
Competence You Trust
Route 3
Pride impersoned
Route 4
Personal dedication

61. 61Page /60FWDBrands Europe 21/02/2011RER – Design Concepts
Thank you