Selling building plots usually comes down to a table of dimensions and a price per square metre. Želva offers more than that: the freedom to build a house exactly the way you want it, while living close to the town centre, to nature and to the German border. Our task was to give the location a name and a face that would work on a roadside billboard as well as in a plot detail on the website, and that would last once the project turns into a lived-in neighbourhood.

We took the name Želva (turtle) from the local place name and turned it into a brand. The logo combines a turtle shell with an arrow pointing down, to the exact spot on the map where you pick your plot. The green and yellow come from the surrounding meadows and woods, and a set of pictograms describes what is within reach at Želva: cycle paths, a lookout tower, schools, shops and quick connections to Germany.

We developed the identity into a campaign built around the claim “Build a home your way at Želva”: flyers, billboards, banners on the construction site fence and merchandise for the sales team. We designed and built the zelvacheb.cz website with an interactive map, where prospective buyers can explore every plot, compare prices and reserve one straight away.

Želva has its own memorable identity that sets the project apart from the usual offer of building land and gives it a human dimension. The website became the main sales tool: plot availability is kept up to date on the map, and prospective buyers arrive with a specific choice instead of a general enquiry.