Developers are actively investing in the branding of their properties, however, their own corporate brands are often seen as too ascetic and unconvincing. 73% of Russians surveyed note the importance of a developer’s reputation when choosing real estate. That's why for ASPACE Group we concentrated on making the vibrant brand the company itself. We were faced with the task of creating the image of a progressive and reliable developer. We have developed a design system in which the central element is the logo. It is created with a strong typographic foundation, and the dynamic shape of the letter A, with its distinctive extended element, forms the image of a modern and bold brand. Additionally, we created a shortened version of the logo in two formats: the ligature AS and the initial A. These are convenient to use interchangeably with the full version ASPACE and in places where a subtle, unobtrusive branding is required. There is also a version for text branding, where the shortened logo now appears wherever premium Class A real estate is mentioned. We enhanced the brand’s style with a signature pattern. Its basis is our authentic A. The characteristic geometric mosaic helps decorate the most unexpected surfaces, strengthening the brand’s identity. A part of it became an independent container shape, within which illustrations and atmospheric scenes reside. Based on the logo's design, we developed a unique stroke that appears as if it is drawn by the architect's pen, creating the silhouettes of new buildings. We also used this stroke to create branded pictograms and a navigation system. The restrained premium nature of the brand is emphasized by the monochrome color palette. A specially selected set of gray shades makes the identity three-dimensional and diverse. The clean white balances the entire color scheme, creating a cohesive image of a charismatic brand. The multi-layered approach and unity of all the elements form a developed design system for the ASPACE brand. It is also applied to new projects, allowing quick and cost-effective branding of new business centers. The flexible and adaptive identity helped the new developer gain the image of a confident, ambitious company. The first ASPACE project exceeded market expectations and sparked increased interest from market participants.