The ideal place to play, work and stay in the heart of Gauteng—a place where living works.
Ideally located between Pretoria and Johannesburg, Waterfall City represents the best of the best when it comes to industrial, residential, commercial and corporate property. As a privately-managed, fully-fledged city, Waterfall City provides an integrated and holistic approach to work, life, play and stay.
How do you create a brand that represents a whole city, including all of its stakeholders and citizens?
Waterfall City transcends the traditional understanding of property development. In its essence, Waterfall City is an established urban and suburban destination.
"The challenge that presented itself was to direct public perception to understanding not only the complete value proposition of the brand, but also to group all the respective stakeholders and subsets under the same umbrella that makes up the Waterfall City brand."
Inspired by purpose, informed by vision.
The KRAFT designsmiths® team prepared a thorough research brief based on the best practices gleaned from city-wide rebrand projects like San Francisco, Portugal, Paris and Amsterdam.
The combined Waterfall City and KRAFT designsmiths® team also embarked on a highly collaborative route to discover the purpose, vision and core values of the city, its residents and the Waterfall City steering team.
"Taking a strong conceptual approach the team incorporated differentiating factors like the past legacy of the original owners, the natural landscape and the future vision for the project to create a convincing messaging architecture and an integrated corporate identity."
Vibrant and in full colour—bringing the city to life.
Working closely with the Waterfall City marketing and communication team, KRAFT designsmiths® developed a brand launch campaign that gradually revealed the new brand concepts and gave the city the opportunity to embrace and fully resonate with the message.
The launch campaign consisted of a collection of digital and print materials, social media releases, traditional media production, outdoor installations and relevant public activations.
Bringing a city together—a vision of the future.
The re-imagined Waterfall City brand made the message and mission of the city accessible to its residents, commuters and investors. The brand vividly demonstrated the ethos carried by the city and embodied by its citizens.
In so doing, the micro-context of Waterfall City instantly became a beacon of hope and progress for the rest of South Africa.
"Being a brilliant example of the potential and realised value of ordinary South Africans, Waterfall City in itself became a vision of what can be attained when people from all backgrounds and ethnicities work together and strive towards a common goal."
With a shared picture of what the world could be, Waterfall City is taking the lead in bringing hope and inspiration to the rest of the country.
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