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

I worked with Andrew on a photography project that involved a high level of visual complexity for a multinational client. Andrew was clear and professional in his briefing, but at the same time, was open to other ideas and approaches.

Chris Shain
Photographer
Sydney, NSW, Australia
Images for Business
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

Digital Tsunami was professional, responsive and accurately interpreted our brief. The final result was a new website that was in keeping with the iBurst brand essence and proposition.

Lawrence Sank
Product Marketing Manager - Mobile Broadband
Sydney, NSW, Australia
Personal Broadband Australia
Quotation Mark

Andrew W Morse and the Digital Tsunami team are world class, creative professionals in the challenging and highly competitive business of web page design and utilisation.

He understands business, he understands marketing, he understands communication and he understands design. And most importantly, his web pages pay for themselves within weeks of going online.

Laurie K. Gilbert
Director
Shah Alam, Selangor, Malaysia
Quotation Mark

Central to the development process is Digital Tsunami’s thorough understanding of the project needs, clear and constant communication, and creative, innovative and meticulous approach to delivering solutions.

Sharon Don
General Manager, Products and Services
Sydney, NSW, Australia
Personal Broadband Australia