SAFIA
SAFIA is a residential complex in Astana by the construction company Nur-Ali. The developer came to us with a full-cycle brief: from building the visual identity to marketing the project and generating buyer inquiries.
The project was unusual from day one. The client set a firm condition: apartments were to be sold without mortgages or loans — cash or a one-year installment plan only. This ruled out the advertising mechanics typical for new developments and required reaching an audience with real purchasing power rather than a mass flow of mortgage-driven leads.
We developed the SAFIA logo and brand identity, which became the foundation of all project communications. The identity emphasized the status of the complex and built trust — the key factor when people are buying an apartment with their own money.
In the new brand style, we prepared a complete set of materials for the sales team: brochures in Kazakh and Russian, printed materials, a brand concept and identity presentation, and a presentation of the residential complex itself. Everything a buyer saw in the sales office and at meetings spoke the same visual language.
We launched the project's Instagram account from scratch: a content strategy, regular photo and video shoots on site, posts, Reels, and over a hundred stories every month. In parallel, we ran targeted ads optimized for "start a conversation" — every inquiry went straight to direct messages, where the sales team could immediately discuss payment and installment terms.
Beyond digital channels, we prepared a package of marketing hypotheses for the developer: premium placement on Krisha.kz and Korter.kz, an open-house event in a business-breakfast format, integrations with Astana bloggers, a "Refer a Friend" program, and email marketing to a segmented database.
Results
In the first three months, targeted campaigns reached over 313,000 Instagram users in Astana and generated more than 1,500 clicks, with the best campaigns delivering a cost per click from $0.24.
Over the course of the project, all apartments in the complex were sold — without mortgages or loans, cash and installments only, exactly as the developer intended.
The project's Instagram grew from scratch into a steady sales channel with consistent content, while the brand identity tied everything together — from the logo to brochures and buyer-facing presentations.