How we built an artistic real estate in Bali

client

Anonymous

role

Branding PR Strategy Real estate

recognition

year

2025

Launch Project

Indigo Estate Atelier: The Art House of Real Estate

Is it really a good idea to launch a real estate agency in Bali?

That was the very first question we asked our client when she walked into our office with the ambition to open something entirely new.

The market was already saturated : everyone was selling the same villas with the same aggressive marketing tactics.

But our client’s passion and her desire to create something truly different made us curious.

We decided to give it a try.

Dorée’s work with Indigo Estate Atelier extended far beyond traditional branding.
We delivered a full-spectrum strategic transformation, building a luxury hospitality brand from the ground up with the precision of a consulting firm and the creative rigor of a design atelier.

1. Market Intelligence & Strategic Positioning

We began with an in-depth market study, mapping the macro trends shaping Bali’s luxury real estate sector, benchmarked against global hospitality standards.
Our competitive analysis identified unmet demands, emerging audience motivations, and critical differentiation opportunities.

This research became the foundation for a clear, elevated positioning designed to carve out a unique space in an oversaturated villa market.

2. Audience Architecture & Brand Persona Development

We constructed refined target profiles based on psychographic, behavioral, and aspirational data — not just demographics.
This allowed us to define the emotional codes and lifestyle values required to attract discerning, design-driven buyers and travelers in the premium segment.

3. Naming & Brand Concept Creation

Originally “Indigo Atelier,” the name lacked the scope and gravitas the project demanded.
Dorée developed the elevated, timeless identity:

Indigo Estate Atelier

A name crafted to support growth, convey architectural mastery, and position the brand within the global luxury hospitality landscape.

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4. Brand Identity System

We then designed a fully cohesive brand identity suite, including:

a signature, gallery-like logotype
a refined type hierarchy inspired by contemporary architecture
a sophisticated color palette rooted in natural pigments and coastal minimalism
a brand voice anchored in quiet luxury, design culture, and curated living

This identity established the aesthetic foundations of a premium hospitality brand.

5. Villa Sub-Branding

Each villa was treated as an individual asset within the Indigo ecosystem.
We created micro-brands for each property — complete with tailored visual direction, narratives, and positioning — ensuring every villa held its own unique value while remaining consistent with the master brand.

6. Global Marketing & Collaboration Strategy

To support long-term growth, Dorée developed a comprehensive marketing strategy, including:

acquisition funnels and digital customer journeys
communication pillars for organic and paid media
a curated collaboration program with aligned luxury, art, design, and lifestyle partners
brand storytelling for both B2C and investor-facing audiences
direction for PR and architectural/editorial features

This framework positioned Indigo Estate Atelier not simply as a villa brand, but as a luxury, design-forward hospitality house capable of scaling internationally.

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