The first Prague skyscraper was built in 1934 and was originally the 'House of Trade Unions'; in 2019 the house reopened to the public under the name 'Radost'.
We helped the functionalist building get a new face and for the first two years we also took care of all the digital communication of 'Radost'.
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From 14 variants of the new name, investors chose 'Radost' ('Joy'), which contains abbreviation of the original 'Dům Odborových Svazů', but leaves past decades far behind.
Among other things, the name also responds to the 'Přítomnost' theater ('the Present theater'), which has kept its name from 1934 to the present day, regardless of ongoing changes in its use. At the same time, the word 'Radost' optimistically reminds of the new beginning that the house was waiting for. In the initial campaigns, we worked with a slogan 'That's Joy'.
The heritage of functionalism, which carries a unique quality of architecture, and great ambitions for the future years have become the main pillars of communication. We built the visual identity on an original font by KOMETA Typefaces. It was custom-made for Radost and the shapes of functionalist furniture served as the main inspiration. Tiled cladding has always been a key element of the house's identity. We upgraded the grid that the tiles form to the level of a graphic element connecting digital and printed outputs.
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The house needed to be filled with tenants as soon as possible. We had to finish the concept and implementation of the first outputs during the winter. In order not to have sad leafless trees in the promotional photos and to make the 90-year-old facade of the building look as good as possible in the visuals, we chose three main variants of contrasting color combinations and overlaid the photos with a duotone.
Website from the design studio Semibold was the target of all digital campaigns. In the first phase, it primarily had a commercial function but at the same time represented the history and future of the building. The designers used Webflow to develop the website and worked closely with Story TLRS and VNV Productions, who provided all the initial content including blog articles.
In addition to the website, we also designed visuals for social networks and dozens of banners for performance campaigns. Together with the client, we mapped the efficiency of leads processing and the rental process from the first contact to the contract. We designed and set up process optimization and implemented a new CRM tool to maximize conversions. We found and trained a rental management person, who was rewarded based on results, so we were in control of all aspects of the process and could constantly evaluate and improve it.
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In order for the house's communication to be truly uniform, we also defined a manual for the stickers of its shop windows and displays, which until then looked haphazardly. In Semibold, they also took care of the design and production of a magazine, which the owners of the house decided to publish as soon as they managed to fill Radost with culture. See how it all came together in the end and what Adam Gebrian has to say about it.
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