Creating a Courageous Brand Expression for a Challenger Real Estate Brand
Kusto Home is the pioneering real estate arm of Kusto Group, an international Singapore-headquartered diversified conglomerate (the owner of leading construction company, Coteccons) originating from Kazakhstan.
Building on the success of innovative place brand experiences such as Diamond Island, Kusto Home Vietnam was ready to strengthen its corporate brand while inspiring new ways of living with its future residential development pipeline.
A distinctive branded proposition for Kusto Home was created: beyond property. This proposition signals Kusto Home as a developer who transforms opportunities and brings customer experiences beyond property.
The brand tells the story of a daring & courageous, entrepreneurial & agile, and innovative & creative business, one that transforms opportunities and dares to shape tomorrow.
Kusto Home’s corporate brand identity is inherited from the Kusto Group masterbrand. Drawing inspiration from the letter ‘K’ a flexible identity system was created to give Kusto Home a bold and modern expression. A wide range of applications consistently delivers a strong visual language across all touchpoints.
Kustodians
The idea of courageous entrepreneurs is embedded into the Kusto Home corporate culture. The employer brand has also been strengthened and made more distinctive with the word ‘Kustodians’: people who protect the Kusto Home’s business and brand and are entrusted with creating value for its customers.
