Challenges & opportunities
How can the exclusivity of the location and the development be clearly communicated?
How do you balance the tranquility of the Botanic Gardens with the glamour of Orchard Road?
How do you activate the brand with a sense of sophistication?
The brand positioning and personality for 19 Nassim unfolded around the idea of ‘precious’. This golden thread of meaning links these luxury residences with the Singapore Botanic Gardens, the premium retail and hotel destination of Orchard Road, the laid-back leisure of the Dempsey Hill enclave and the historic pedigree of the Nassim Hill area as a desirable address for Singapore’s early elite.
Chan Soo Kian’s architecture and his design philosophy of blending the surrounding landscape with the interior spaces was featured prominently in the brand story of 19 Nassim.
Positioned as a premium development surrounded by lush greenery, 19 Nassim is also the first residential development in Singapore with built-in artificial intelligence. The brand language exudes a contemporary and modern feel to reflect these smart living features.
The curated colour palette and pattern line designs were embellished with subtle finishes in a blind spot-UV and matt copper foil stamp on the 19 Nassim marketing brochure.
A phased approach to launching and sustaining the brand was planned and integrated across digital touch-points, print media and at the location itself.
Within the sales gallery, a series of conceptual ideas for VIP gifts and for the distribution of e-brochures was developed, inspired by the same elegant design language to reflect the precious experience of life at 19 Nassim.
Sedgwick Richardson worked closely with Keppel Land in creating a distinctive brand identity for our prestigious 19 Nassim residential development. Their team was very professional and a pleasure to work with.