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
We are very pleased with the end result. It was good to have you pushing us along for material in order that we met the agreed completion deadline - you certainly are good project managers!
We continue to be impressed by the standard of service and advice. We not only get quality web design and implementation, but also honest feedback and suggestions which are crucial to the final product.
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.
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!
Andrew and his team have provided consistently good service and met both our needs and expectations. He certainly knows his stuff and delivers workable web solutions in a highly professional manner.