To support the transition from a development brand to a go-to-market brand, we were asked to help solve the often perceived ‘easy’ task of rebranding a heritage laden property to appeal to a modern buyer in an authentic way.

When analysing the place, premises and park area, we saw similarities with the hospitality sector and destinations offering a certain lifestyle. Places steeped in history which had been respectfully updated and presented with a clear proposition and distinctive branding; Babington House, Château La Coste and locally, Årstad Vingard.

Our approach was to elevate Säby as a place leveraging its heritage of being a ‘säteri’ / manor (landed estate owned and lived on by a noble person) and seasonality as thanks to its location and on site amenities can be enjoyed throughout the year.

We created a place brand for all seasons and sub brands for the two distinctive property types and surrounding park area rich with amenities to be enjoyed by everyone.

The main house ‘Herrgård’ was presented in a way which emphasised design and the apartment interiors giving it a fresh take. As a respectful nod to the founding family, we named the collection of surrounding apartments ‘Lehusen’, which gave context and value to these converted in modern small houses.