Maison BSR
The real estate agency
that does good
Brand Design
Brand Strategy
Productions
Overview
Based in Nantes, BSR Real Estate is a young player in the real estate market, involved in all expected services: property management, sales, rentals, and property management. The firm was established in 2013 and has experienced rapid growth that has allowed it to challenge the historic players in the market.
Solution
The Nouvelle Vague agency supports BSR Real Estate as the firm questions its positioning, name, and identity. We observe that the market is divided between a form of heritage conservatism and a form of digital modernity. On one side, the benefit of renowned companies, established, imbued with a heritage. On the other side, alternatives that break the codes, renew classical frameworks, and display ultra-simplicity with user experience at the core.
Our strategic thinking is that BSR Real Estate must occupy a balanced stance that is not limited to either heritage conservatism or digital innovation but assumes a territorial and cultural position.
The firm wanted its new identity to help assert its local roots and become an asset for its premiumization strategy.
The Nouvelle Vague agency supports BSR Real Estate as the firm questions its positioning, name, and identity. We observe that the market is divided between a form of heritage conservatism and a form of digital modernity. On one side, the benefit of renowned companies, established, imbued with a heritage. On the other side, alternatives that break the codes, renew classical frameworks, and display ultra-simplicity with user experience at the core.
Our strategic thinking is that BSR Real Estate must occupy a balanced stance that is not limited to either heritage conservatism or digital innovation but assumes a territorial and cultural position.
The firm wanted its new identity to help assert its local roots and become an asset for its premiumization strategy.
BSR becomes Maison BSR
By becoming Maison BSR, the firm asserts its cultural roots in the city and its understanding of its organic and imaginative life. The new name retains the three letters associated with the company's success and adds the word "Maison," which expresses hospitality, the feeling of being at home, and a physical grounding. The identity also draws from the imagery of the places: the grey heron, a symbol of living heritage, and Neptune, the god of the seas associated with the legends of Nantes. Maison BSR builds a new legitimacy based on timeless elements.
By becoming Maison BSR, the firm asserts its cultural roots in the city and its understanding of its organic and imaginative life. The new name retains the three letters associated with the company's success and adds the word "Maison," which expresses hospitality, the feeling of being at home, and a physical grounding. The identity also draws from the imagery of the places: the grey heron, a symbol of living heritage, and Neptune, the god of the seas associated with the legends of Nantes. Maison BSR builds a new legitimacy based on timeless elements.
