A brand in the real estate world is almost a temporary brand. A real estate project is initially heavily marketed, but its marketing lifespan is short. In this short period of time, it is even more crucial to produce a strong impact than that of a regular brand, which was what we had in mind when we first started the branding process for this project. The objective was to brand a new business area with a main advantage of being located right in the intersection of 3 main routes – routes 4,5 and 6 in the heart of Israel. So what better way to convey its main benefit than to name the business park 456? The graphic language was built accordingly: simple, strong and impactful. When the name is also the concept, you don’t need much more than that.