Marlon Tate created the identity of the building specifically for Gen Z

Float

Client

Zoia Living

Year

2023

Float is a new flexible living experience by real estate company Zoia. Located next to the Port of Piraeus in Greece, this exciting new development will be housed in a remarkable 5-storey building.

Marlon Tate was asked by Zoia to create the brand narrative, name, identity and campaign for this new flexible living experience to signal its imminent launch and attract interest from the new generation of students, young professionals and digital nomads.

Based on our insight that our target audience consists of people filled with dreams and an unshakable faith and determination to move forward and make their dreams come true, we positioned this new development as a floating platform; a docking station afloat where young people can stay for as long as they want while they are ‘plotting’ their next adventure; their next exciting step. Based on this narrative, we named the development ‘FLOAT’ and created the brand identity, copywriting and marketing applications for the new generation of dreamers who won’t take ‘no’ for an answer. Every element of the identity is literally UNSINKABLE – just like a young person’s determination to pursue their dreams.

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Marlon Tate created the identity of the building specifically for Gen Z
Marlon Tate created the identity of the building specifically for Gen Z
Marlon Tate created the identity of the building specifically for Gen Z
Marlon Tate created the identity of the building specifically for Gen Z
Marlon Tate created the identity of the building specifically for Gen Z
Marlon Tate created the identity of the building specifically for Gen Z
Marlon Tate created the identity of the building specifically for Gen Z
Marlon Tate created the identity of the building specifically for Gen Z
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