Real estate branding

Iceberg is a real estate branding and communication agency founded in Paris in 2002. For investors, property companies, developers and real estate advisers, we create the identity and the leasing tools of office buildings, mixed-use projects and landmark sites, in Paris, across Europe and in the Middle East.

Giving a building a brand

A building is often marketed off-plan or while still under construction. An address brand helps future occupiers and investors picture themselves there: it tells the story of the place, its neighbourhood, its architecture and its services, and sets it apart from other offers on the market. Iceberg builds this story, then rolls it out across every leasing tool.

What we create

• Brand strategy and territory: positioning, platform and the story of the place
• Naming and signature
• Address identity: logo, brand guidelines and visual universe
• Brochures, box sets, magazines and premium publications
• Films, 3D and AI-generated visuals
• Websites, landing pages and social media
• Construction hoardings, facade banners, posters and signage
• Marketing suites, show floors, welcome kits and broker events

Selected projects

Altiplano, La Défense, for AXA Real Estate: the name, signature and campaign for a restructured 57,000 m² building. On delivery in 2024, it was already almost 90% let.

HOPEN, La Défense, for Praemia REIM France: the name and identity of a 65,000 m² tower, from construction hoardings to a 3D website.

Kennedy, Paris 16, for BNP Paribas Asset Management: the brand and the signature “Régénérer Paris, au rythme de la Seine” for 35,000 m² of offices.

La Poste du Louvre, Paris, for Poste Immo: the signature “La Poste du Louvre ouvre son cœur à Paris” and a 360° communication, which won the COM-ENT d’Or (brand creation) and the TOP/COM award.

Carré Concorde, Paris 8, for Dentressangle: the “Timeless Modernity” concept for two renovated townhouses built in 1768.

26 Madrid, Paris 8, for AXA Real Estate: address identity, AI visuals, show floor and welcome kit. The building has found a tenant.

4 Général Foy, Paris 8, for AXA Real Estate: address identity, brochure, website, facade banner and marketing suite.

52 Champs-Élysées, Paris 8, for Harrods Real Estate: brand identity, VIP box set, magazine, olfactory identity and 3D film.

Botanica, Luxembourg, for CODIC: the name and the signature “Your office resort” for a 60,000 m² project.

Jeddah Tower (Saudi Arabia) and Al Noor Tower, for JEC: communication strategy, identity, publications, films and 3D for architectural projects of international scale.

An integrated team in Paris and Dubai

Brand strategy, design, content and events come together within a single agency: 34 people in Paris (115 rue du Bac) and Dubai. One team follows the project, from the building’s name to the launch event.

Frequently asked questions

What is real estate branding?

It is the creation of the identity of a building or a project: its name, its signature, its visual universe and its story. This brand then guides every leasing tool, from construction hoardings to the marketing suite.

When should you bring in an agency?

As early as possible. The brand often accompanies the project from the construction phase, with hoardings and the first materials, well before delivery.

Do you work outside Paris?

Yes. Iceberg has delivered projects in Luxembourg, Monaco and Saudi Arabia, and has an office in Dubai.

Let’s talk about your project: yulia@iceberg.fr – +33 6 64 86 93 83