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.
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
The launch .. was a success. We were able to present this live on a Wireless connection during our Sydney, Australia sales conference on a location with very limited internet bandwidth. This proves the technology used .. renders light webpages which are easy to download on a browser.
Comments I've heard from our employees were all positive and reflected precisely what we were looking for: a simple but concise, clean and effective webpage.
We acknowledge the timeframe given to you was extremely short but nevertheless you have sucessfully delivered the project on schedule .. the critical success factor was communication and availability of Digital Tsunami's team.
I am very glad we were able to partner with such a professional team as yours and I am confident any other initiatives with you will be as successful.
.. accurately interpreted the project brief and the outcome was a piece of cost effective quality work.
It is clear from the enthusiasm and professionalism shown, that Digital Tsunami views each client as a long term partner contributing ideas above and beyond the development of the site and we look forward to involving them in future marketing initiatives.
.. exceptional service and experience across all elements of web development from interactive strategy and marketing through to interface design and project management.
Service delivery is precisely what was asked, while respecting deadlines and budget constraints. Digital Tsunami are very good value for money, particularly for quick wins without long pre-planning project phases.