Our work for some of the world’s best known real estate brands.

1. Ray+Keshavan The Brand Union
BUILDING
VALUE

2. 3Ray+Keshavan | The Brand Union
Why clients seek us
• To develop powerful strategies to create new
brands or rejuvenate existing ones
• To bring modern, world-class design solutions
to Indian brands
• To create compelling and memorable brand
visual identities to enable employees and
stakeholders to understand and live their brands
• To rationalise brand portfolios and create robust,
enduring architecture systems
• To provide companies with tools to manage
their brands
Who we are
Ray+Keshavan has been voted as
India’s No 1 Brand Design Consultancy
by The Economic Times four years in
a row from 2008 to 2011 (every single
year since the survey began).
We are part of WPP’s global brand
agency, The Brand Union. Together,
we offer more than 35 years of brand
building experience with about 500
strategists, designers and researchers
across 21 offices serving every
major market
This means that our clients benefit
from the best of both worlds:
a global network and knowledge pool
combined with deep experience and
understanding of the Indian context.
The Brand Union
Abu Dhabi
India
Beijing
Cairo
Dubai
Dublin
Hamburg
Hong Kong
Jakarta
Johannesburg
London
Madrid
Miami
New York
Paris
San Francisco
Shanghai
Singapore
Stockholm
Tokyo

3. Brands we have helped to build in India
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Brands we have helped to build worldwide

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Our Indian Clients
in Realty Sector Who we’ve worked with
USA, UK, Ireland, Portugal
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Who we’ve worked with
USA, UK, Ireland, Portugal

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Who we’ve worked with
Middle East

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Who we’ve worked with
Hong Kong & China
Who we’ve worked with
Rest of Asia

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RESEARCH
Brand audit
Competitive analysis
Insight research
STRATEGY
Brand naming
Brand positioning
Brand model
Brand architecture
DESIGN
Corporate design
Packaging design
Information design
Brand language
Brand environments
Interactive design
Brand communications
and collaterals
Brand guidelines
ENGAGEMENT
Employee insight
and diagnostics
Internal
communications
Employee engagement
EVALUATION
Measurement,
assessment
and evaluation
Who we’ve worked with
Africa

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Ray+Keshavan was voted India’s No 1 Brand
Design Agency by The Economic Times four
years in a row- in 2008, 2009, 2010 and 2011.
We are part of WPP’s global brand agency,
The Brand Union. Together, we offer more
than 35 years of brand building experience
with about 500 strategists, designers and
researchers across 21 offices serving every
major market.
This means that our clients benefit from
the best of both worlds: a global network
and knowledge pool combined with deep
experience and understanding of the
Indian context.
WHO
WE
ARE
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Building competitive advantage in Realty
Trust
Premium
Preference
Relevance
Credibilty

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WHY
CLIENTS
SEEK
US

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To develop powerful strategies to create
new brands or rejuvenate existing ones
To bring modern, world-class design
solutions to Indian brands
To create compelling and memorable
brand visual identities to enable
employees and stakeholders to
understand and live their brands
To rationalise brand portfolios and
create robust, enduring architecture
systems
To provide companies with tools to
manage their brands

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AKSHAYA means boundless. For over a decade
Akshaya has been silently performing and
delivering high quality real estate in Chennai
and Coimbatore. With a passionate and forward
thinking promoter, the brand has truly boundless
potential. Akshaya is a company that has future-
proofed their construction quality and standard
that has earned them a rating by CRISIL.
This set them apart among the large number
of Indian real estate companies to be a brand
with a difference. Akshaya’s new positioning
‘Uncompromise’ was the inspired by the
company culture and philosophy that was lived
out actively.
THE ‘TRIPLE A’
OF REAL ESTATE
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The company’s name was changed from
Akshaya Homes Ltd to Akshaya Ltd to help
cue entry into new asset classes. We built a
monolithic brand architecture and articulate
their vision, mission and values apart from
designing the new identity and brand world
and developing new project and product ideas.
The new Akshaya identity- a bold word mark
with a unique combination of upper and lower
case letters, represents an organization that is
confi dent, dependable, with a fl air for innovation.
To the discerning viewer, its carefully crafted
perfection speaks of our attention to detail.
The three capital A’s of the logo take the shape
of chevrons. They repeat in symmetry signifying
our consistency of purpose, commitment to
promises and unwillingness to compromise
on core values. As a very architectural form, it
also roots the brand to its domain. orange is the
colour of the Akshaya brand. Used in striking
contrast with black, it lends an overall sense of
warmth, vibrance and sophistication.

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A SIGNATURE
THAT TELLS
THE STORY
OF VISION,
QUALITY AND
CREDIBILITY.
MANTRI Builders along with two if it’s other
companies bearing the Mantri name came
together to form a single entity. The company
was moving up the value chain to launch more
premium properties and malls. They intended
to stand of the crowd of ‘me too’ real estate
players. We achieved this by making the Mantri
heritage the central focus of the rebranding
project. The new logo, inspired by the founder
Mr. Sushil Mantri’s signature, evokes confidence
while building on the company’s heritage. It
denotes transparency and openness—a seal of
authenticity and trust and the guarantee of a
company that always stands by its promises.

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Is it possible for a real estate brand to have
a social purpose? In a sector that has troubles
with perception and where image really matters,
can a brand genuinely carry a do-good vision?
We worked with NIRMAL to transform the brand
from one that was popular only in Mulund to a
pan-Indian real estate brand with a purpose.
We articulated a very unique atypical positioning
for a brand in the real estate market—Fun,
Fitness, Freedom. In this, we established their
purpose which was to make fitness the heart
of their brand. We developed a clean, simple
brand architecture and branded their flagship
properties. Further, a branded sales activation
idea linked to their core positioning around
fitness and sports was developed. We also
devlop their launch communication.
SOCIALLY
RESPONSIBLE
REALTY

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We thought we had given R+K a really tough brief to crack - to
evolve a corporate brand and identity which would capture the
brand’s philosophy and also build an identity that would set
brand NIRMAL apart in the confused and crowded space of
realty developers.
The process that the R+K team, led of course by Sujata herself
and steered very efficiently by Arvind Hegde surprised us at
every step with their enthusiasm and creativity. The brand
discovery process that they commenced with was perceptive,
business-focussed and unique.
The solution they came
up with was powerful and
simple, yet so distinctive.
The brand idea representation was stunning and we
immediately saw in it the power to catapult brand Nirmal in to
a global brand. The manifestations with our new logo across
our business was breathtaking in its scope and we simply
loved it from the word go.
Thank you team R + K.
DHARMESH JAIN
Chairman and Managing Director
Nirmal Lifestyle Limited
“

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When a company re-invents its business model,
a rebranding project must work in conjunction to
accelerate and strengthen the process. oMKAR
had a very strong business model in the area of
Mumbai slum rehabilitation and wanted to shift
their focus to high end real estate- that’s where
branding played a key role. omkar had set up
a joint venture with a leading real estate fi rm
and all their projects were linked. We worked
with omkar to develop their vision, mission and
values in addition to the new identity and
brand world.
DEVELOPING
NEW
BENCHMARKS
IN URBAN
LIVING

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ToTAL ENvIRoNMENT truly sets a global
benchmark in the in the Indian real estate
sector with the best standard in spirit and letter.
A brand backed by the philosophy that God is
in the details, Total Environment truly stands
out amongst its innumerable competitors with
projects of unparalleled quality and visual
aesthetic. We are proud to have partnered with
Total Environment several times in years past
to develop their brand identity and strategic
marketing communication for their flagship
properties.
BUILDING
A TRULY
EXCEPTIONAL
BRAND
Bangalore
PAINDROPS
KEEPFALLING
ON MY HEAD
Bangalore

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Contact us
arvind.hegde@rayandkeshavan.com
M +91 98450 64414
tasneem.ali@rayandkeshavan.com
M +91 99204 03968

28. 22 Brunton Road
Bangalore 560 025
India
+91 (0)80 2555 0486 T
+91 (0)80 2555 0487 T
+91 (0)80 2558 1465 F
rayandkeshavan.com
thebrandunion.com
Ray+Keshavan | The Brand Union