Master Residences Yinchuan branding

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Overview

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.

masterresidences.com

Details

Client: Master Real Estate
Solution/s: branding, identity
Sector/s: real estate
Region/s: Asia & Pacific
Language/s: English, Mandarin
Scope: branding, copywriting, online, photography, premiums, print, strategy, video
Features liaison (Hong Kong, Shanghai, Yinchuan)

From Our Clients

Quotation Mark

Our take-away menu advertised TamarindThai.com.au, even though the site didn’t exist.

Digital Tsunami offered great ideas and design to set up a professional website that matches our name, ideas and style of the restaurant.

Andrew is very knowledgeable IT professional and he never hesitated to see and consult us in the restaurant.

Amy & Gabriel Rey
Restaurateurs
Sydney, NSW, Australia
Tamarind Thai
Quotation Mark

Andrew has a unique understanding of global business communication, combined with proven creativity in concept, design and production. He is extremely responsive to client’s requirements and has the ability to adapt and implement solutions extremely quickly in competitive markets.

Laurie K. Gilbert
Director
Hong Kong
L’Image
Quotation Mark

This is fantastic. Thank you. I really appreciate all the work you have done for us!

Marietta Courtney
Principal
Sydney, NSW, Australia
Cameragal Montessori School
Quotation Mark

I happily recommend Andrew and the Digital Tsunami team.

I have dealt with many web marketing and support companies over the years, and have been very impressed with Digital Tsunami's response, advice and understanding of their field. I recommend talking to Andrew about your next web project.

Steve Peereboom
Brand Manager, Australian Monitor International
Melbourne, Victoria, Australia
Hills Holdings Ltd (ASX:HIL)
Quotation Mark

Andrew and the team at Digital Tsunami are an absolute joy to work with, going above and beyond to design and host an amazing website for Cameragal Montessori School. Their work has led to an increase in enrolments and greater visibility within the community. They are always quick to make suggestions for improvement and implement changes - the embodiment of great customer service.

Kellie Beumer
Marketing Officer
North Sydney, NSW, Australia