When I joined Samolet Group in 2021, it ranked 17th in market recognition and had no clear brand strategy: every residential complex was marketed on its own, and the group stayed in the background. My job was to scale one brand across a fast-growing group. I built the creative and communications strategy and a group brand architecture that brought 10 new brands and 20+ products under one name, so instead of separate buildings Samolet began to sell a way of living. Brand recognition rose from 17th to 2nd place, brand value tripled to £400M, and the brand went on to enter EMEA and MENA.
Brand recognition in the market
Brand value, tripled
New brands in one group architecture
People in the creative team
Samolet had grown from one product to more than twenty, and customers no longer saw how they fit together. The new brand architecture puts every product, from a mortgage to a sofa, under one master brand with one system. A shared alphabet of colour, type and rounded pictograms lets any product speak as Samolet, and soft 3D objects carry the idea behind the brand: a home is an experience of everyday comfort, not square metres.
Ten business lines and up to 10,000 pieces of content a month cannot depend on a handful of designers. More than 150 guidelines and a modular toolkit let the in-house team of 100+ and a partner network that grew fourfold make work that reads as Samolet in any channel, from a story to a roadside screen. AI and automation in production cut operating costs by 30% and made the team ten times more efficient. The rules fix the structure and leave room for the idea, so six integrated campaigns built on the system could stay playful, reach 180M+ people and still raise customer acquisition by 20% each.
Buyers decide offline, so the experience they see in an ad continues in the sales office and goes on after they move in. Offices, show flats and neighbourhoods follow the same rules, which turns everyday infrastructure into another place where residents meet the brand.
Brochures, presentations, gifts and digital products are built from the same modules as the ads. A new project or launch no longer starts from a blank page, so it reaches the market faster and looks like part of one family.
Every new building used to wait weeks for floor plans drawn by hand and checked line by line against the project documentation. We turned this into a pipeline: the team uploads the documentation, the system builds whole floors at once in Samolet's style, AI checks every apartment for errors, and once a person approves, the plans go to the website, in 2D or 3D, and into sales booklets automatically. The same data furnishes each plan for the buyer who is looking at it, a kids' room for a family or a home office for a remote worker.
Of floor-plan drawing automated
Faster to the website: 1 week instead of 3
Saved
Merch was treated as part of the brand, not as a giveaway. SMLT, named after the company's stock ticker, is the Samolet philosophy you can touch: simple, comfortable clothes for everyday life, sold through its own online store and displayed in Samolet offices, so the brand reaches people beyond the moment of buying a home.
Brand recognition
Brand value, tripled
Operating costs with AI and automation
Production efficiency
Customer acquisition per campaign, six campaigns
People reached by the campaigns
