Corporate branding for a real-estate developer. A 40 year old real-estate developer in New Delhi was undergoing a metamorphosis. Under a new generation of leadership, the developer had the ambition of transforming the real-estate landscape in the city and aspired to re-build the brand from the ground up. The identity reflects the young energy omnipresent in this new age organisation and its ability to take on projects of varying scales. The brand architecture uses a striking nomenclature system, where each product category uses a different voice or expression of the brand.