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The BeitMisk Story
Step 2: The Naming
The Big Idea
Putting Beitmisk on Lebanon's map. Treat it as a village as opposed to a real estate project. Make people feel it simply integrates in its surrounding, both physically and emotionally.
The Translation
The composite name of BeitMisk derives from two main components: Beit and Musk (or Misk in Arabic)
BEIT: The selected name route is derived from the authentic Lebanese BEIT (house, home in Arabic) concept found in the Lebanese village names, Beit suggests the warm environment of a community and the sense of belonging created within.
MUSK: The Musk is secreted by plants mainly pine trees and it is a substance carrying a strong and pleasant scent very common on the project site. The Musk is inspired from the forgotten original name of the region: Sakiet El Misk.
Step 3: The Creative
The Brand-mark
BeitMisk is an approachable brand that coincides with the values of the target Lebanese audience. It is authentic and true to the Lebanese Identity. The pine tree is abundantly evident in the Lebanese metn mountains, and the developer has planned to preserve the nature richness onsite. Therefore that was a device that led way for a dynamic brand. The pine tree graphic embodied the symbol with the use of gradation and play of light
suggesting the shade casted by the trees.
The Graphic Elements
Specific Graphic elements were created to support the brand image and brand idea. Elements that portray
mountains are a central theme and visual element that is used through-out the applications.
A texture was created, that conveys mountain living and layering of nature elements.
The Photography Style
Photographers have been commissioned to capture the essence of beitmisk. Whether mountains, seas, flowers and any aspect of nature is a potential subject. Colored photographs working with our color scheme and express beitmisk corporate identity.
These images are used on the website, brochures, advertising and sales center and in a range of other settings, and occupy an important position in the brand expression. The photography bank consist of nature and lifestyle images, all working under 2 central themes: MY space and MY community, my space conveys the surrounding nature and harmony of the site, and my community conveys the community lifestyle that takes place in
the gated community.
The Typography
A specific English and Arabic typeface was chosen to be used for all communication such as advertising, brochures, sales center applications and other various printed material.
Having this typeface has increased the strength of the brand. There is a title font and a body text font. The sight of the typeface and the corporate colors identify Beitmisk.
The Collateral
• Launch event: invitation card, gift item, banners
• Customer experience and Journey in the sales center
• Brochure
• Brand experience and identity guidelines
• Neighborhoods naming nomenclature and signage system
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