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

With a brief timeline to ensure we had a web presence and launch coinciding with our 10 year anniversary, Digital Tsunami delivered. On time. On budget. Great Effort!

Grant C. Duff
Head of Marketing
Sydney, NSW, Australia
Solvay Pharmaceuticals
Quotation Mark

You are a true professional Andrew, and your team was very impressive.

The results will be seen around the globe shortly as we embark on our new advertising campaign. I do greatly appreciate the extra lengths you went to under difficult circumstances, to help us achieve our goal.

Jamie MacDonald
Senior Manager, Consumer Marketing & Planning
Hong Kong
Hong Kong Tourism Board
Quotation Mark

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%.

David Chapman
Operations Manager
Bankstown, NSW, Australia
Aerospace Aviation
Quotation Mark

Once again, thanks for your promptness and partnership.

The current challenge of my job at Abbott is one of the greatest I've faced in 25 years of IT career. It's reassuring to know I can count on people like you when things go wrong.

Claudio Falcão Gomes
Head of IT
Botany, NSW, Australia
Abbott
Quotation Mark

Your team has been great to work with. Tamara is very quick to catch on to things and Amir's code and CSS has impressed David due to its' simplicity and elegance.

Ian Brand
Manager - Information Services
Adelaide, SA, Australia