Master Residences print

Overview

Master Residences Yinchuan is an exclusive, luxury residential precinct in northern China. Yinchuan is the capital of the autonomous Ningxia region, seat of the Hui people, adjacent to Inner Mongolia, and a key stop on the Silk Road, which was the ancient overland trade route between Europe and the Orient.

The three towers of the Master Residences Yinchuan exemplify the best of East and West. Sinuous curves on the exterior pay homage to the shifting sand dunes of the surrounding desert. The technology throughout the site is best-of-breed, and suppliers from around the globe contributed their expertise and superlative products to make these apartments among the most contemporary and innovative residences in China today.

Founder of Digital Tsunami, Andrew W Morse was appointed Creative Director of the marketing for the Master Residences Yinchuan in July 2015. His responsibility was vision and strategy for the launch of this exceptional property. Within two months, an international team produced a range of bilingual advertising materials, marketing collaterals and premiums, including:

• branding, brandline and identity
• letterhead and envelopes
• a presentation folder
• photography
• 4K aerials
• computer graphics
• bilingual copywriting
• three bilingual videos
• a double page press ad
• dual responsive online sites
• 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

To accurately reflect the extraordinarily high standards of the property, an uncompromising quality of all marketing materials was imperative. Together with the client Master Real Estate, and team at graphic design house Yaean Design, Shanghai, the design and production of all print materials was of an exceptionally high standard. Spot UV was often used to add subtle but distinctive branding.

This project is a perfect example of the production of a cohesive marketing campaign across all digital and tactile media. The experience of the team at Digital Tsunami was perfectly suited to ensuring a consistent implicit and explicit message throughout all online and offline touchpoints.

masterresidences.com