Memesi

Lake Como based

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Molteni Real Estate

ABOUT THE PROJECT
The final aim of the initial analysis phase was the drafting of the Communication Plan for Molteni Real Estate. The various project steps, including an in-depth market survey, have made it possible to identify the main and secondary activities, as well as to define the timeline of actions that could be implemented for corporate communication. The resulting document, a vademecum for all those involved in the project on a daily basis, describes the key concepts around which Molteni Real Estate’s communication had to revolve: planning of activities, strategic and value guidelines, communication actions and key tools.

The rebranding, key activity of the project, has roots as deep as the Lake itself: the intersection between the facets of the business and the history of Molteni family, is as deeply entrenched in the town of Varenna as it is brilliant for its entrepreneurial spirit. Molteni is Varenna, Varenna is Molteni. Here the town emerges from the waters of Lake Como, coloured by the surrounding landscape. The trademark is truncated at the base to emphasise how the town and the family grow on the slopes, lapped by the lake. Offspring of these lines is Varenna Holidays, the youngest brand of the Molteni Real Estate group: a business that offers rentals and vacation homes mainly to foreign users who are enchanted by Lake Como and its beauty.