Master Residences Yinchuan brandingClose
An exclusive, luxury residential precinct in Yinchuan, northern China needed a name. Andrew W Morse (founder of Digital Tsunami) was appointed Creative Director of the marketing for the property in July 2015. His responsibility was vision and strategy for the launch of this exceptional property.
After multiple considerations, the name Master Residences Yinchuan was selected. To highlight the location of the precinct across from City Hall, the Exhibition Centre, new Opera House, Ningxia Museum and other important civic buildings, and inspired by Mr. Ma, corporation founder, Andrew created the brandline “Oasis in the Heart of the City”.
The identity (a letter ‘Y’ wreathed in the leaves of a native plant) was refined and applied to all collaterals. In print applications spot UV was used to subtly display a sheen on black surfaces. In invitations and hardbound books, a bronze metallic leaf was used, resembling the glow on sand dunes at sunset.
A triangular motif, (derived from the logo designed by Landor for the parent company Master), was applied extensively on endpapers and print collaterals.
For the 248 page hardbound book, revealing the exhaustive world-class technology of the properties, Andrew conceived the title “A Design Perspective” to encapsulate the focus on design excellence in concealed engineering fundamentals as well as the visible interior and exterior style.
The international design and content production team implemented the brand across an extensive range of bilingual advertising and marketing collaterals and premiums, including:
- a presentation folder
- 4K aerials
- computer graphic animation
- a double page press ad
- dual responsive online sites
- office and wayfinding signage
- a bilingual retractable banner
- dual language 4 page datasheets
- bilingual 48 page softbound booklet
- bilingual 106 page hardbound owner’s book
- bilingual 248 page hardbound technical book
- a printed video ‘book’ with auto-playing integrated video screen
- a debossed leather notepad and branded executive pen in a presentation case
- a diecut foiled invitation card, metallic paper envelope and hand stamped wax seal with silk tassel
- a luxury branded carry bag
The experience of Digital Tsunami was perfectly suited to ensuring a consistent implicit and explicit message throughout all online and offline touchpoints. This project is a perfect example of the production of a cohesive marketing campaign across all digital and tactile media.
|Client:||Master Real Estate|
|Region/s:||Asia & Pacific|
|Scope:||branding, copywriting, online, photography, premiums, print, strategy, video|
|Features||liaison (Hong Kong, Shanghai, Yinchuan)|
From Our Clients
By taking the time to understand our business, industry and vision, Digital Tsunami created a site that truly reflected our leadership position in the market and our strategic direction.
Digital Tsunami's expertise in visual design, photography, website navigation and business writing, resulted in an extremely effective website.
The project was expertly managed from end to end which resulted in a fast and efficient process.
The services provided included the registration of our domain name, establishment of our email accounts, and development & hosting of our website, were all executed rapidly and effectively. We also appreciate the service of upgrading our list of 150 shelf company names (in Chinese characters and English) every 2 weeks.
We valued the high level of creative design provided by Digital Tsunami, both for the website and the corporate identity.
.. organised, meticulously detailed and yet flexible - always serving client needs to the highest standards. From a client perspective, you can expect high quality, timely completion and minimal fuss.
You have demonstrated patience, perseverance, attention to detail and a rare ability to perceive what was needed even when we didn't. We are delighted with the site, it performs and looks great and our enquiry rate since it superseded our previous website has already increased by 20%.
I am very happy with my new website from Digital Tsunami.
Not only did they design it, they also created my logo, and gave me valuable advice and professional feedback.
Through Digital Tsunami, my website now looks professional, easy to navigate and (through my customised CMS), easy to update.