how to build a brand and architecture together – 101
cityzen’s experience
Tbilisi’s feed is full of building renderings—just as many as there are construction sites. They’re everywhere. And while they all start to look the same, they still work, especially with ads targeting Georgian imigrants abroad. Sales numbers prove it: according to Colliers, in 2024 the market grew by 12%, and new apartment sales by 14%. Translation? If it sells anyway, it doesn’t need much branding.
But amid all the generic green-meadow renders, a few exceptions float up. CityZen is one of them. With clean design, thoughtful messaging, and a big-name architecture partner—ZHA Architects—they’ve built a standout brand that’s easy to notice and hard to forget.
CityZen isn’t just selling space. It’s offering something grounded in values: quality materials, 23,000 sq.m of green space in the city center, sustainability, and a global-first—Zaha Hadid Architects’ first project in Georgia. And ZHA doesn’t just design buildings; they create monuments. That association alone gives CityZen long-term meaning.
Of course, on Saburtalo, you don’t need a Hadid project to sell an apartment. So why invest in brand at all?
That’s what we asked CityZen’s CMO, Natia Gogia—to understand how and why they’re building a brand in an industry that usually skips the strategy.
what’s the foundation of CityZen? research and a brand platform
If you’ve ever explored branding, you’ve probably heard it a hundred times: start with research. Whether it’s in articles, workshops, or strategy decks—it always comes first. So naturally, that’s where our conversation with Natia began.
“Of course, CityZen started with research. The brand platform was developed by the agency Windfors, and when I joined, the strategic branding work was already done,” Natia explains.
“They conducted quantitative research and ran focus groups to understand what matters most to customers when buying real estate. In a way, it wasn’t so much about consumer behavior—it was about their needs. And the insights we got from that influenced the product more than the brand personality.”
brand building blocks: insights and context
The core insight—the one that came out clearly in the research and became the backbone of the brand—is the contrast in modern life. Today’s urban dwellers need both: fast-paced energy and moments of calm. They want access to everything, right at their fingertips, but also need nature, space, and mental stillness. This duality shaped both the project and the brand name itself: CityZen—blending two seemingly opposite worlds, city and zen.
“We still try to show both sides equally,” says Natia. “Urban rhythm and peaceful retreat.”
Beyond research, the project’s own context played a big role too. The location in the city center, the large recreational area, and the early commitment to preserving green space—all of this helped shape the brand mission: to elevate urban living and set a new standard for how life in the city can feel.
So the brand platform was built holistically—based on insights, existing conditions, and strategic decisions by the owners. Through this process, the CityZen audience became clear: urban, high-income individuals who don’t see “home” as just four walls, but as a broader living experience.
what does the premium segment need?
It’s no secret that Georgia’s premium segment is narrow—and not deeply researched. There are good reasons for that: this audience is hard to reach and even harder to study. So what makes a brand resonate with a premium customer? That’s where Natia’s experience gets especially interesting.
“CityZen is a brand with ambition. It sets high standards for itself and fully intends to meet them,” she explains. “In my experience, premium customers care more about how they feel about a brand—its emotional value and the status it carries—than the average buyer does. CityZen’s brand persona actually reflects the kind of person our audience aspires to be.”
Instead of chasing market trends, CityZen chooses to set them—like creating demand for sustainability before it became a must. “It’s not the easy road,” Natia admits. “But we don’t want to follow standards—we want to outperform them. That mindset is exactly what led us to ZHA. And yes, that partnership has had a clear impact on sales.”
On the practical side, CityZen’s approach to this segment prioritizes aesthetics—design, architecture, and visual identity. “From the start, we knew the brand had to look and feel refined. That’s what ultimately led us to ZHA—their style aligns perfectly with the brand’s character.”
brand building in progress: challenges & realities
When you’re selling an idea—essentially “air”—trust becomes the number one currency, especially for a new real estate brand. At the early stages, word of mouth and personal recommendations do most of the heavy lifting. Later, as both the building and the brand start to grow—one rising floor by floor, the other speaking louder through communication—trust builds. That’s when the audience begins to expand.
For developers, one of the biggest external challenges is the economic climate. Market crises hit the real estate sector hard—and branding is no exception.
where is CityZen in its brand lifecycle?
(We’re talking about brand development here, not just construction.)
CityZen’s brand journey started two years ago. Since then, it’s gone through several key phases:
- Initial market research
- Brand platform development in partnership with an agency
- Launch of the first campaign
- Post-campaign communication around broader themes
Is CityZen a mature brand? Not quite. In our industry, maturity kicks in when the brand actually delivers on what it promises. For me, that moment will come when the physical project is complete. That’s when the brand truly earns its place. Right now, we’re still in a pre-mature stage: we know who we are, we’re taking care of the brand, building it, and strengthening it every day.
We’re also gradually putting our strategic brand document into action. Some elements may need to be re-evaluated or refined. We don’t follow a rigid framework—instead, we adapt organically. We stay responsive to internal dynamics, team insights, and market behavior. Sales performance plays a major role too—we constantly track trends, measure engagement, and make decisions accordingly.
an inspiration from CMO: the role demands boldness
Being a CMO requires courage. You're the bridge between creativity and business, so you must believe in both. At times, you'll need to champion bold ideas and persuade the business side that marketing isn't a cost—it's an investment.
But it works both ways. You can’t let yourself get swept away by the charisma of a campaign or the brilliance of an agency’s idea if it pulls you too far from the original brief. At the end of the day, a campaign has to perform. That’s the dual responsibility you carry—and for me, that’s what makes this role so interesting.
final thought: why CityZen is building a brand, not just buildings
Talking with Natia felt like getting a step-by-step guide to building a real estate brand from the ground up. So, why is CityZen focused on creating a brand—not just properties?
Because truly exceptional people deserve more than just space—they deserve something meaningful, built with intention.