Native
Client.
Kronos
Starting a business.
Branding.
Brand Strategy & Positioning.
Communication Strategy.
Real Estate.
When the city comes to the countryside to modernise a destination.
Context.
Kronos, as the asset manager of Belas Clube de Campo, invited us to reposition a landmark development in the Lisbon metropolitan area with a fresh, forward-looking real-estate project.
Backed by an initial €50 million investment, Native arises in Belas Clube de Campo as a contemporary answer for families who crave a modern lifestyle in contact with nature.
Phase one comprises apartments and townhouses—designed by architects Miguel Saraiva and Eduardo Capinha Lopes, along with amenities such as co-working spaces, co-kitchens, tennis and golf facilities, a school, and on-site restaurants.
Challenge.
In an era when branding and communication play a decisive role in building trust around alternatives to Lisbon’s city centre, Belas Clube de Campo needed a fresher perception—one aligned with today’s market demands.
Our brief was to forge the identity of a new real estate brand for Belas Clube de Campo, capable of attracting new residents and reshaping the overall image of BCC.
Insight.
The immersion phase brought together the client, key stakeholders—including architects, brokers, residents, and shop/service owners at BCC—to grasp the full context of the project.
We discovered that the biggest hurdle was moving beyond BCC’s contemplative nature image and injecting real vitality into the development—and, by extension, into BCC itself. Our insight was to bring the city’s energy to the countryside, proving that you can truly enjoy the best of both worlds. Under the theme “The city has arrived in the countryside,” we tapped into the perfect balance of nature and modernity to stand out in the market and speak directly to younger families.
Naming & Brand Expression.
How do you fold the city’s energy and nature’s allure into a single name?
Native—paired with the tagline “urban-natural living”—melds tech-forward and origin-rooted cues that resonate with today’s consumers.
Its visual identity mirrors this concept, marrying urban refinement with a countryside vibe. Every graphic element serves as a bridge between city and nature, giving both worlds equal billing.
“This marks a significant repositioning of a historic development in the Lisbon metropolitan area. The new offering at Belas Clube de Campo reflects the realities of the Lisbon property market, improved access to the estate, and the evolving aspirations of young families in the region”.
Duarte Vilaça, Partner at Born
Communication Plan.
The communication plan cast Native as a contemporary-lifestyle residential hub within Belas Clube de Campo, striking a balance between modern living and nature.
Pre-launch > We crafted brand assets, digital ecosystems and on-site signage to pave the way for the debut.
Launch > We staged a live event for media, brokers, and institutional stakeholders, amplified by digital and social media campaigns to spark buzz and drive leads.
Post-Launch > We sustained momentum through targeted email marketing, exclusive events and strategic media partnerships.
Ongoing > To nurture community spirit, we introduced the Native Circle, cultivating a sense of belonging with one-of-a-kind events and lifestyle content.
Impact.
A project tailored to the domestic market—now accounting for more than 50 % of homeowners of Native.
Native has carved out a leading position in Greater Lisbon’s residential scene. By reshaping perceptions of Belas Clube de Campo and setting a new benchmark for developments that balance urban energy with natural serenity, it has become one of the capital region’s go-to lifestyle addresses, sustained by consistent, community-first engagement.
SIL Award — Best Launch Campaign of the Year
€50 million initial investment
80 units launched within a single year
77 % of Native Soul and Native Orion apartments already sold
50 % of Native Townhouses snapped up in just six weeks
