Vita Living, Circle Square
Select Property
Manchester — 2024
Brand & Identity / Websites & Digital / Property & Sales Collateral / Campaigns
The same building, read in three languages, without any of them feeling like the translation.
Circle Square is a Manchester development sold simultaneously into three markets that behave nothing alike. A UK buyer wants the area, the spec and the completion date. An investor in the Gulf or Hong Kong wants yield, tenancy demand and what happens after handover. They arrive with different questions, on different devices, in different languages.
The work ran across two parts. The brand and content side was a day-in-the-life lifestyle film and photoshoot with real students and marketing team members cast as residents, built so the sales team could walk investors through a story instead of a feature list. The digital side was a three-language website with a shared enquiry journey, a Giraffe360 virtual tour of a one-bed apartment embedded into the sales flow, and the technical half (structured data, page performance, accessibility and SEO) handled at build.
Role
- Creative direction
- Photoshoot direction
- CGI and virtual tour direction
- Web design and landing pages
- Build oversight
- Tech SEO and performance
- Floor plans, brochures, spec documents
- Multilingual production
Now showing —
A multilingual launch for Vita Living at Circle Square, selling into the UK, the Gulf and Asia at the same time. Day-in-the-life film, lifestyle shoot, virtual tour and three-language site.
Three markets, one release cycle
- Day-in-the-life film and photoshoot with real students and marketing team cast as residents
- Virtual one-bed apartment tour at tour.giraffe360.com/vitaliving1bedapartment
- A three-language website built on one content model, not three translations
- Enquiry journey designed to work for investors and owner-occupiers alike
- Structured data, performance and accessibility handled at build
The team
A small in-house team at Select Property, directed on film, shoot and build days alongside two agencies and one freelance partner.
- Creative Director, Head of Marketing and Marketing Manager, Select Property
- Content Manager, Select Property
- Two designers on the delivery team
- Chain Reaction, marketing agency
- Giraffe360, CGI and virtual tour
- One freelance partner on the lifestyle film and photoshoot
- Cast of real students and marketing team members on camera
What I directed
- The storyboard, cast, time of day and sign-off on every frame of the film
- The photoshoot brief, locations, mood and final selects
- The CGI and virtual tour build with Giraffe360, from brief through to the final walkthrough live on the site
- The three-language website design, build oversight and performance
- The social and OOH system pulled through from the lifestyle set
- Campaign delivery with Chain Reaction
Why the format worked
The buyer's journey for a completed, tenanted building is not the buyer's journey for an off-plan launch.
- A lived-in building needs to be seen in use, not sold on a dream
- A day-in-the-life structure gives the sales team a story to present, not a feature list
- Real residents on camera signal honesty and lower the stakes for an investor assessing tenancy demand
- A one-bed virtual tour at the point of enquiry closes the gap between curiosity and viewing
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