Communication, image and perception play a key role in how a project is received. CORES Development, the concept developer behind Wattland — a new residential area on the Dijle in Mechelen — is well aware of this. We spoke to Bart Taeymans, marketing manager at CORES, about their vision and the importance of well-designed printed matter in the sales process.
Bart: “The name refers primarily to the wetlands we are creating on this project site on the Dijle in Mechelen. They are an essential part of the ecosystem and play a crucial role in biodiversity and the climate. Barely 30% of the entire site will be built on. So you really live in the countryside here. This has everything to do with softening. Green areas are on open ground, rainwater infiltrates and the wetlands, with wadis and beautiful riparian plants, serve as a water buffer. Moreover, the “Watt” in Wattland is a nod to the site’s past. The land and buildings used to belong to the utility company Fluvius.
Object
Wattland real estate brochure
Printing techniques
LE-UV Offset
Binding method
Threadless binding
Bart: “Very important. People don’t buy a plan, they buy a feeling of confidence. We hand out the brochures during appointments with potential buyers. They take their time reading them at home. That way, our story sticks. And that’s exactly why the finish has to be right. The quality we put into our houses and flats must also be reflected in the brochure.
Where we want to show more information about the current offering or refer to our investment opportunities, we use QR codes. Based on the scans, we measure and know that the brochure is actually being read and reviewed.”
Bart: ‘Buroform has given our brochures a serious upgrade across the different versions. Previously, we used staples and a simple cover. Buroform suggested a glued spine, a more tactile cover paper and a different printing technique. This immediately gave our brochure more presence. It just felt “finished”. And that gets noticed.’
