PSN | Jitro
For PSN’s new residential project in Vršovice, we created the name, visual identity, communication strategy, website, and campaign assets. But first, we lost the pitch. Months later, when the chosen direction wasn’t working, PSN called us back. They asked us to take the lead—and we did, shaping the brand that became JITRO.
Summary
PSN needed a brand that fits Vršovice: a district on the rise, but still proudly local, and a marketing system that would sell while feeling true to the place. We called it JITRO — an old-time Czech word for “early morning,” the kind your grandma might say: Dobré jitro! It’s gentle, optimistic, and unmistakably local.
Our Approach
We mapped the Vršovice area’s spirit: old-meets-new feeling, independent cultural venues, a friendly, local, lived-in rhythm, less polished and less fancy than Karlín or Dejvice — and that’s the charm! JITRO seemed like a great fit, a new beginning for residents and the building alike. The word also carries a soft, nostalgic tint that suits the architecture and streets around it.
How we did it
Warm colour, clean type, and simple rules that travel from web to sales to on-site assets. We applied the system to the website, social, and sales materials, with clear, practical stories for amenities and common spaces.
The Solution
We treated the brand as a lived experience, not a logo, with the name, tone, colours, and photography all pointing to the same feeling: a fresh start, in a real neighbourhood. The concept translates cleanly to sales and leasing: simple language, recognisable assets, and a story that makes sense to locals and newcomers.
Impact
We started with deep insight into the location and target audiences, which helped us come up with a solid marketing strategy.
A cohesive identity across naming, website, and sales comms. Easy to adopt and extend.
A brand that fits Vršovice: friendly, modern, a little nostalgic, distinct from more “globalised” Prague districts.
Clear creative for amenities and shared spaces (roof greenery/water, sauna, small stage) that adds everyday value to the proposition.
Our Takeaway
Even if you lose the pitch, you can still win the work. When the first approach stalled, we were asked to step in with a fresh take on the brand and practical delivery. JITRO shows how a simple, well-chosen name and a warm, digital-ready identity can carry from moodboard to site signage, site plan, and sales without losing the human tone that helps sell homes.
Contact Us
New projects, old projects, careers, press and other inquiries — reach out to us with anything.
Thank you
