The balance of E&O Berhad’s businesses was changing. The company has a strong heritage in owning and operating luxury hotels, such as the Eastern & Oriental Hotel, Penang, but it’s also Malaysia’s leading lifestyle property developer. As its property division grew, the company saw a need to articulate its brand story clearly and with impact. At the same time, it needed to position the latest phase of its Andaman development, a luxury residential resort property within the company’s flagship, master-planned development in Penang.
The challenges & opportunities
Creating a golden thread
How do we create a brand that is cohesive, and that stands out in an increasingly crowded market of property developers in Malaysia?
Telling a compelling story
How do we ensure that the corporate brand story appeals to the investment community—as well as to buyers of luxury residential property?
Making it personal by connecting people with the brand
E&O’s stories needed to speak the same language, so we developed a series of messages to showcase the narratives behind each property—all written in the same style across the board.
We also developed a corporate tagline designed to resonate with savvy investors, as well as astute buyers. “Those who know insist on E&O” linked each of the properties across the portfolio, while also connecting them with the corporate brand.
Keeping it simple: Rethinking property positioning
When it came to E&O’s Andaman development in Penang, we took it back to basics, simplifying the brand identity to 18 East.
Wielding E&O’s hospitality prowess in new ways, we created a branded service experience that enhanced the property’s real and perceived value. By offering unique services such as a dedicated concierge, we differentiated the 18 East brand from its peers, ensuring it stood out from the crowd.
E&O’s narratives wouldn’t have been complete without beautiful visuals. So we commissioned a series of photoshoots in Penang and Kuala Lumpur, carefully curating them through expert styling and art direction to speak to the stories we wove. 18 East’s brand story revolved around the special moments a young family shares and bonds over—a message that came through in the imagery we created for the property.
Breathing new life into stories to create a unified brand
By defining E&O’s timeless values, and by framing them in the context of the individual properties, we helped the brand adapt its positioning, giving it the versatility to target different audiences. The result? A unified property portfolio.
By capturing memorable family moments and linking them to lasting value, by developing content for an immersive and interactive tablet presentation and by running ad campaigns and creative storytelling in the media, we brought the E&O brand story to life as a compelling value proposition.
We challenged Sedgwick Richardson with the defining of the E&O brand in a way that would work across a portfolio of diverse residential properties. Through insightful brand research, creative thinking and storytelling, their team hit the nail on the head and captured the very essence of our brand.