Faced with the ever-increasing demand for housing and the ecological and social emergency facing real estate and construction, GA Smart Building, an atypical player in the sector, historically positioned on the tertiary market, decided to strengthen its position on the residential real estate market in early 2022.
To support this development, GA Smart Building entrusted Dragon Rouge with the mission of imagining the name, visual identity and message of its new consumer housing brand marketing off-site low carbon housing.
With the slogan “Your home suits you”, ROOJ by GA promises a human and caring approach to real estate
The purchase of a home is often a once-in-a-lifetime acquisition. While it should be an exciting and peaceful pursuit of a flexible and evolving habitat, as unique as its inhabitant, the experience often involves concessions—either on the product or on its location—disappointments regarding its quality, and frustrations with ever-longer delivery times.
Thanks to the off-site construction approach characteristic of GA Smart Building, “ROOJ by GA” intends to offer new housing that creates well-being, facilitates daily life and is environmentally friendly:
– with lead times cut in half compared to traditionally built programmes;
– an environmental impact that is also reduced by 50%; and
– industrial quality and excellent finishings with a commitment to zero reservations on delivery.
“With Rooj by GA, we wanted to emphasise that the place you live is like an extension of yourself, a bit like a piece of clothing: it’s about people’s lives. It should reflect their tastes, desires and emotions. Acquiring a home should be a source of joy and pride,” says Pascale Chinotti, Director of Consulting at Dragon Rouge.
Hence the desire for an emotional, strong and unique name that is both memorable and reflects the inhabitants’ way of life. “The sound of the name refers to colour to evoke passion, emotion, and flushed cheeks,” says Sophie Gay, Director of agency Namibie, a partner in creating the name.
A visual identity with an emotional dimension
With its coral colour, the visual identity of ROOJ by GA reflects the emotional dimension of a home that evolves with the life of its inhabitants and the seasons.
The logo, designed as a perfectly symmetrical ambigram, invites harmony and calm while reminding us that the home must be a perfect reflection of its occupants’ personality: a warm, reassuring and comfortable cocoon.
Its elegant, curved design and strong identity are in line with the DNA of GA Smart Building, which had already used Dragon Rouge to work on its identity and brand strategy in 2015. This collaboration resulted in a magenta monogram logo, designed to highlight the group’s modernity and help it stand out. The descriptor “smart building” had a double meaning: an intelligent building, built intelligently.
About Dragon Rouge
Dragon Rouge is an independent design agency, founded in 1984 in Paris, focused on brands and their creative expression. Covering expertise in strategic planning, innovation, packaging, identity, architecture and digital activation, it currently brings together nearly 250 talents across 8 agencies worldwide. Dragon Rouge empowers brands by helping companies define their purpose, affirm their difference, and express the energy essential to their success through design.
Namibie is an independent language branding agency, founded 7 years ago and specialising in the creation of verbal, nominal and editorial identities. From naming to tone of voice to language charters, Namibie relies on We are Naming, the network of namers operating internationally. Based on the belief that doing it well is good, but saying it well is better, Namibie creates brand languages with a strong voice.
Élodie Le Breton
Communication, Marketing and Sustainable strategy Director