Integrated communication for the Vránův mlýn residential complex

Vránův Mlýn

Vránův mlýn is a planned residential complex on the millrace in Břeclav. It is a joint project of the construction company Plus and Ing. Arch. Tomáš Havlíček from the architectural studio Létající inženýři.

Client brief and our role

In 2022, the construction company Plus approached us on the basis of previous cooperation with a new project of a residential complex in Břeclav, close to the Chateau. Our primary goal was to prepare a marketing analysis, which was to lead, among other things, to the name of the project. The analysis eventually became the basis for a comprehensive marketing strategy, which we implemented across various communication channels as part of the PR 360® concept.

Marketing analysis

Besides the recommendations for the marketing budget and communication with the target groups, the name of the project was also derived from the comprehensive marketing analysis. The history of the original building dates back to the 16th century, but the name “Vránův mlýn” (Vrána’s Mill in English) refers to the events of about 100 years ago, when Jan Vrána was renting the mill in Břeclav.

Most of the local inhabitants began to call the building Vránův mlýn, as confirmed by a local survey. An integral part of the marketing analysis was an integrated communication plan including branding, web design, social media communication and media relations.

Brand and logo

When creating the logo, the main source of inspiration for us was the historical shape of Vránův mlýn, which is also used in the architectural design of the new complex. One of the goals was to incorporate water into the logo, which symbolizes the millrace on which the mill is situated. We primarily based the logo on the first architectural designs, both in terms of concept and the colour palette used. The aim in this case was maximum graphic compactness of both visual elements.

We also linked the typography with the architecture, as we wanted to go for simplicity and modern design. We have therefore chosen the font Commuters Sans. We then summarized all the parameters for the client in a comprehensive graphic manual.

Web

We have also prepared the design of the website including UX. In terms of design, architectural concepts were crucial for us again. For example, the square windows inspired us to design the visual elements that are on the sides of the website.

The overall simplicity and emphasis on key information were essential in the website architecture. A typical example is the specificity of the location, which we perceived as essential, as well as its rich history, including the development of the building in recent years.

Equally important was a simple timeline of the development of the entire project. In view of the many anticipated questions from the public, we have also placed a comprehensive FAQ on the website along with a form for any additional questions about the project.

Social media

In the spring of 2023, the original mill was completely demolished. We therefore initiated communication on Facebook and Instagram well in advance. The aim was to minimize possible negative public reactions. The town’s residents may have had a nostalgic relationship with the mill, or may have perceived the construction of the residential complex as problematic. In the first phase, we therefore tried to highlight the main benefits of the project. They were mainly concerned with respecting the original iconic building, reviving the deteriorating site and solving the problem of the dilapidated mill, the stability of which could have endangered the surrounding area. Thanks to the appropriately chosen timing and focus of the contributions, the goal was fulfilled.

In the next phase, we focused on introducing partial aspects of the whole project on social media, such as the energy concept, water management and green roofs. At the same time, the graphics department also expanded the colour palette for the social media templates, typically green in the case of environmental topics.

PR and crisis communication

Media communication was also an important channel in the period before the demolition of the old mill. The aim was to get the widest possible coverage in national and regional media and to minimize the risk of negative reactions.

We started media communication shortly before the demolition itself, when we had already prepared scenarios for possible crisis communication. We also invited journalists directly to the start of the demolition. In addition to the client, other key players in the project – such as the architect and a representative of the town – were also present. This gave journalists the opportunity to gather insights from a wide range of relevant sources supporting the project. They also had a fully functional website available at all times, which covered virtually all additional press enquiries. As a result of this short communication campaign, the outputs featured in Czech Television or in the dailies Právo, MF Dnes, Metro, Blesk and the regional daily Deník were presented with neutral to slightly positive framing. Crisis communication was not eventually needed thanks to careful execution and risk elimination.