Place Branding
Property & real estate
Strategy ,
Design ,
Experiences ,
Place Branding
Property & real estate

An ambitious development in a defining location inspires an iconic destination brand.

A 15-hectare site on the banks of the Saigon River is set to shift the epi-centre of Ho Chi Minh into the future. Empire City is a masterpiece in the Thu Thiem regeneration programme and this iconic mixed-use development promises to transform the live, work, play, eat, shop, stay, lifestyle of Vietnam’s next generation downtown. From the original task of creating a new brand for the development, Sedgwick Richardson has collaborated with the client to bring the brand to life through immersive and seamless experiences.

Big & bold. Energetic & vibrant. Stylish & cosmopolitan.

Taking inspiration from the name, we crafted a big-city attitude for the brand. Combining movement and action with a sense of sophistication, the visual expression of the brand signalled the energy and style of a bustling metropolis. A simple messaging system was designed using short English verbs to give the brand a clear and confident voice.

In line with the brand strategy, a new brand identity is crafted with four ‘zone bars’ subtly form the letters ‘E’ and ‘C’ in the brand name and the teal colour marks the location on the Saigon River. These horizontal bars also represent each of the four real estate components (residential, office, retail, hospitality) of the integrated development.

Iconic destination brand experiences

Beyond creating a destination brand for Empire City, we have been engaged to design the destination experiences across physical and digital brand touchpoints.

The sales gallery provided an opportunity to showcase the brand personality in a non-conventional way. We explored how entry points could introduce the brand in big-city style.

Another opportunity to further differentiate the brand and to tell the Empire City story was through a range of merchandise. Curated on two value tiers of exclusive premium gifts and more everyday items, the brand merchandise was designed for broad appeal and to personally promote the Empire City lifestyle.

We also infused the brand experience into residential entry points and parking facilities. Simple and engaging brand visual language with easy-to-understand messages transformed functional pieces of information with a sense of personality.

Compelling marketing touchpoints

Continuing our journey in helping to build the Empire City brand, Sedgwick Richardson was commissioned to create a series of marketing brochures for their Tilia, Linden and Cove residences and a bi-lingual newsletter template for an expanding community of existing and potential buyers, business partners, industry media and investors. 

Bringing the brand onto digital space

Following our design of the website landing page, we were tasked with designing the Empire City community app. The application was designed to support residents living within the ECY community, to provide an avenue for management to connect with individuals, for people to connect with one another and for residents to perform functional tasks with ease. A thorough approach starting from defining user journey, information hierarchy, to wireframing and design, the brand experience was compellingly delivered. 

The Empire City brand identity stands out of the real estate landscape in Vietnam and is set to shape the skyline of Ho Chi Minh City. It is an iconic mark that adapts to the different components of a mixed-use destination and yet still has a strong lifestyle feel to it. We are extremely proud of the solution and would recommend Sedgwick Richardson without hesitation.

Mr. Vo Sy Nhan
CEO Empire City


Transform Awards Asia Pacific 2017

  • Best Visual Identity in the Property Sector – Gold
  • Best Place or Nation Brand – Gold
  • Best Creative Strategy – Gold
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