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Giving a face
to the largest administrative
project in CZ
Florentinum
Penta Investments

Officially presented in January 2012,
Florentinum — Penta Investment’s
flagship project in Prague — needed
a brand identity to match their
ambitious project. So they called
Cocoon Group for the development
of the brand identity for their new
business.
Intro

Florentinum will bring the highest quality standards right into the center of
Prague, and is considered the largest complex of it’s category in the city,
with over 56,000 m2
of above and below-ground office, retail, hospitality, and
parking services and facilities.
Insights

Cocoon Group was commissioned to develop the “face” of Florentinum
brand, beginning with corporate identity and pre-launch materials. The
identity, inspired by the brand story ‘Art of Business’, as well as the unique
architecture of the building, will both draw from the building design and,
it is expected, influence it as well.
Where the story begins
To Inspire
Human Achievement

The cooperation started in 2011 and the first step was to come up with the
visual identity for the brand. In this process, the whole corporate identity was
defined: the logo, color coding and a thorough brand manual.
A unique identity, inside and out
brand manual
Florentinum pattern
based on logo shape

This identity is linked to the architecture of the building itself, using flowing
shapes that will be found inside and outside the structures. CG created a
light, modern feeling which matches with the actual feeling you get when you
enter the space. The color palette of the interior was also developed.
A unique identity, inside and out
The ART of BUSINESS is ACHIEVEMENT
through INSPIRATION
We are inspired in LIFE to reach for the SKY
to reach to the STARS
We draw inspiration from LIGHT itself
“Starlight” palette

From that point, the next tasks involved copywriting and print management
of visual materials, which included premium-looking press kits and sales tools.
The art of production

In addition, CG led the development of other of Florentinum’s touchpoints:
the website, from the programing administration to texts to the rich,
animated imagery, and the out-of-door campaign banner.
A number of platforms

Florentinum’s construction will be
completed in 2013 having its first tenants
in the middle of the year. Until then,
visual identity work can be seen at the
Florentinum website, www.florentinum.cz

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Florentinum Corporate identity

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