A compelling residential concept for the iconic Borremans site in Wommelgem

#residential

Project communication Digital marketing

Carbon: local history translated into real estate branding

For Carbon Wommelgem, hooox developed a visual identity that subtly links the history of the site with a new living experience. From the logo and branding to the brochure, landing page and website: every touchpoint was given the same warm and high-quality look and feel.

Visit the website

The challenge

A new future for a familiar place

Carbon is a new construction project on the former site of the Borremans timber yard along Herentalsebaan in Wommelgem. A location with strong local recognition, which is now being transformed into a green residential area featuring flats, detached houses and a central inner park.

For hooox, the challenge lay not only in creating a strong real estate brand, but above all in translating that local history into a contemporary and stylish narrative.

The strategy

Local history as a starting point for branding

The Borremans site holds a special place in the hearts of the local community. We wanted to preserve that emotional connection without resorting to nostalgia or literal references.

That is why we developed a visual concept in which wood subtly recurs as a recognisable element. In the brochure in particular, this reference took shape through a warm, tactile wood texture that feels both high-quality and contemporary. The name Carbon also ties in with the broader identity of Elements Development, where project names are inspired by nature, basic elements and materials shaped by time and the environment.

The branding was built around four clear pillars:

local roots
contemporary property communication
warmth and quality
consistency within the wider project communication

The result was a visual identity that respects the history of the site, whilst at the same time positioning Carbon as a contemporary residential development with its own distinct character.

The activation

A consistent narrative across all touchpoints

From the first point of contact to the digital experience: every communication channel was designed around the same warm and recognisable brand identity.

The same atmosphere is evident across all touchpoints: warm, high-quality and contemporary.

The logo offers a subtle nod to the character of the site.
The branding brings together a sense of calm, quality and local roots.
The brochure translates that feeling into a tangible and stylish experience.
The website explores the story of living, green spaces and sustainability in greater depth.

A digital experience focused on quality of life

The story of Carbon was further reinforced online as well. The website focuses not only on the architecture and location, but above all on the quality of life that characterises the project. The central inner park, the sustainable technologies, geothermal energy, solar panels and an E-level of 30 are not presented as separate selling points, but as components of a single, clear narrative about living.

The digital experience brings to life how Carbon combines tranquillity, greenery and accessibility. This gives visitors an immediate and clear picture of the project: a welcoming living environment with a focus on comfort, sustainability and the quality of daily life.

Result

Carbon has evolved into a strong and cohesive real estate brand that goes beyond traditional project communication. The brand not only explains what the project is, but also conveys its origins.

By subtly translating the local history of the Borremans site into a contemporary visual identity, Carbon achieved a recognisable and credible positioning. The combination of branding, brochures and digital communication creates a consistent narrative that inspires confidence, emphasises the quality of living and gives the project a clear place within the region.

Do you have a project with character? At Hooox, we help property developers to do more than just build.

We craft a narrative, a strong brand and an experience that leaves a lasting impression. Get in touch or explore more case studies in our portfolio.

Previous project Next project