Aufmacherbild Formart

formart website relaunch

Initial situation

formart is developing, building, and marketing residential properties country-wide. At eight locations, more than 200 employees are working for the project developer for whom customer proximity and reliability are of the utmost importance.

formart, as a former subsidiary of the Hochtief construction group, has contracted move:elevator for the strategic brand consulting for the new positioning of the company. The results of this cooperation: a new interpretation of the formart brand, a comprehensive website relaunch with a new claim, and a modernization of the corporate design.

Contentbild formart

Task focus and objective

A 15-year success story with 2 billion euro of project volume: formart GmbH & Co. KG, headquartered in Essen, Germany, is among the Top 3 German project developers. move:elevator has performed the strategic brand consulting for formart and realized a powerful business website. In this, the tasks of move:elevator initially focused on an exact analysis of the target group insights. Even in the traditional construction industry, more and more business is being carried out via the digital channels. Therefore, the complete sales & distribution process must also be mapped digitally in the real estate industry. The new website no longer serves just as a beautiful showcase, but rather as a targeted sales & distribution channel that results in lead generation.

Contentbild Formart

Idea, strategy, and implementation

The pitch of move:elevator was convincing. The agency beat six competitors and the new formart website that was presented in the competition garnered so much appreciation that no significant changes were necessary in the further implementation, neither conceptually nor graphically. The repositioning of the brand was adopted by the customer both enthusiastically and unchanged.

In project development, it is nowadays no longer sufficient to build a beautiful property. Each individual project must receive a story of its own, a brand name of its own, and an identity of its own. formart is realizing a multitude of projects all across Germany. The effort required for a digital presentation must be kept as low as possible.

Therefore, move:elevator developed a construction kit for formart with which the subsidiaries can create microsites of their own within just a few simple steps. Nevertheless, it was important to live up to the high standard of the strong project brands. For this, the construction kit was set up such that visually independent web presences that are appealing, of high quality, and have a different individual look can be created in just a few simple steps.

With five keywords focused on the claim "The art of ...", formart is representative of trust, efficiency, competency, cooperation, and development.

To achieve this impressive brand experience, numerous features were integrated: picture galleries also from the birds eye perspective, videos, 360 degree tours, interactive location maps, and facilities configurators: of course, fully responsive and with a focus on sales & distribution business success.

Interlinebild formart iPad

Results / success of the measure

The new web presence is modern, well-designed, and user-friendly. It is the perfect sales & distribution platform with integrated lead management. The website was initially presented to the enthusiastic team at the annual formart employee event, and went live on time for the EXPO REAL in Munich (Germany), Europe's largest real estate trade fair. 

Andreas Gräf, Managing Director and COO of formart GmbH & Co. KG said: "For more than 15 years, we have been developing condominiums for owner-occupants and investors in Germany. On the new website, each project is becoming a strong project brand. The advantages and special features of our offers such as architectural qualities, elegance, a hip neighborhood or a historic ambience are communicated perfectly. This way, we can take the personal values of our customers into consideration in the best way possible – and create a home for them that is both high quality and individually tailored."

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Public Relations

Nicole Nawrath

0208 37711-250