Samolet Plus

There was no time for a separate brand study, so we built on the product team’s customer research. It kept returning one answer: people don’t buy a flat, they buy a life around it, and they want all of it at once. “A big nursery plus a low mortgage payment.” “Furniture plus a renovation plus a school nearby.” That became the brand: not one more agency, but the plus between things. When life happens, Samolet Plus is near, with whatever the next step needs.

The plus does three jobs. It is the name; it is the connector in every line of copy, where two benefits are joined by a PLUS plate; and it is the system itself, thin line icons joined into formulas: % + home = ♥. Samolet blue carries the parent brand’s trust into every frame, while pink, green and light blue make a developer’s offer feel light and personal. Real objects sit next to the line icons, so one formula can sell a mortgage, a sofa or a franchise. More than 30 guidelines turned this into rules for UX/UI, communication and offices.

Every message starts with a moment in someone’s life, when you need a bigger flat, a renovation or a move, and only then names the service. The PLUS plate adds the next one, so cross-selling lives inside the language: a new-build plus furniture, a resale flat plus a mortgage. One template ran across posts, stories and banners, which kept the advertising consistent while the product team kept adding services.

Merch carried the same grammar into people’s hands. It was worn by staff and partners in 3,000 offices, so it had to be recognisable across the country and good enough to keep: “pro next door” on tees for local agents, “comfy plus looks stylish” on hoodies, totes that list every service, boxes and notebooks that pack the whole offer into an object.

Offline, the job was to recruit partners and be seen in their cities. At the year’s main real-estate congress the stand turned the slogan into space: pluses all around, a heart at the end of the formula, a lounge for talks with future franchisees. Outdoor and digital boards used the word list, flats, moving, renovation, design, furniture, so a driver could read the whole breadth of the service in a second.

Samolet Plus grew through partners, local real-estate agencies that opened offices under the brand. To them it had to sell a business, not a flat: steady income, resilience in a crisis, the backing of one of the country’s largest developers. A separate B2B line did that with the same formulas in a more businesslike voice. Every new office became news, a pin on the map and a “we’ve grown”, so the network itself became proof of the brand.

Three thousand offices could not wait for a central design team. The brand was built as a system partners used themselves: templates for posts, stories, banners, billboards and office walls, a guidebook and an onboarding website. Pick a format, a service, a colour and a city, and the layout assembles itself by the brand rules, grid, colour pairs, formula and logo zone, with a check before export. That is how a small team kept 3,000 offices looking like one brand.

The first offices franchisees opened drifted off-brand, a real risk for a brand that lives in thousands of rooms. The cause was not taste but understanding: partners did not yet see what the brand was worth to them. So we explained it. A reference office became a 3D tour any partner could walk through before fitting out their own, and training, materials and an onboarding website did the rest. The standard is warm on purpose, blue brand walls, greenery and soft rounded furniture, so an office feels like a place to talk about a home, not a bank. The quality of new offices went up.

Online, the journey sits in one place: search, the flat, the mortgage, renovation and furniture. Every extra can go into the mortgage, so the customer makes one payment instead of five. The interface was built on a shared design system and customer journey maps, so new services could be added without redesigning the site. Launched in May 2022.

The 360° campaign had to explain a new kind of service to people who had never heard of it. The TV series does it through exaggerated everyday moments, love at first sight, a dog that eats the flat, children growing up too fast, where Samolet Plus is always there with the next step. Loose and ironic, with the platform’s technology as our take on the near future. The films ran in every Samolet Plus office, reaching 700,000+ people a month; with digital, they lifted traffic by 32%. In a 300-person test, 70% understood how the service works and 40% were ready to use it.