Discovery

To deliver an effective brand design process, we need to understand what we are working with. A competitive audit was essential to realizing the true attributes of the brand.

We distilled insights from what we learned and identified a visual direction to go after, which was a composite of Established, Premium, Elegant, Timeless.

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Execution

After the brand definition and naming process, an immediate next step was to create a simple but distinctive visual identity for the property to stand out in a district full of similar players.

The logo mark was a creation inspired by the cursive building and its giant columns. It resembles an elegant yet vibrant type design which blended with distinct features of corporate appearance yet upholding the minimalistic philosophy of the architectural design of the building.

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Application

As we reached a clear agreement on what the brand should look and feel like, the rest of the three months were largely focused on application development, which progressed quickly!

Just before the official announcement and launch, a number of materials were delivered neatly for the client to start running their sales and marketing campaigns. These included a website, an asset library, leasing brochures, and a showreel of the property.

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Impact

The project was executed and delivered seamlessly with 2 key elements - strategic alignment and collaborative process.

A well-thought-out brand strategy gave us clarity and confidence, eliminating guesswork and ensuring success. This was greatly supported by the client's trust in our process. As a result, the entire rebranding exercise was completed without any friction.

The property lived up to its position and significantly increased in value by attracting a number of valuable tenants, including VF and HSBC. Four years after the rebrand, it was acquired by Manulife and renamed Manulife Place.