Services
Brand design
Brand strategy
Place branding
Sectors
Property & real estate
Location
Saigon
Services
Brand design ,
Brand strategy ,
Place branding
Sectors
Property & real estate
Location
Saigon

Defining a compelling placebrand for Vietnam’s future-ready township

Saigon Sports City, located in the prime District 2 of Ho Chi Minh City, will be the first integrated sports oriented township in Vietnam combining high‑quality urban living with vibrant and healthy lifestyles. Jointly developed by Keppel Land and Keppel Urban Solutions, Saigon Sports City will be a smart and sustainable community through which a wide range of sporting facilities are available.

The township will include iconic features such as a waterfront boulevard, an open public plaza and Vietnam’s first one‑stop lifestyle hub with comprehensive facilities for sports, including the longest running track in the world, entertainment, shopping and dining.

The brief was to create a place branding solution that reflects a sense of community, connectivity and sustainability whilst highlighting the unique sporting features of the township.

Challenges & opportunities

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1

How to communicate the idea of a smart township whilst moving away from the overused term ’Smart City’?

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2

How to develop an all encompassing strategy to attract multiple stakeholders, from prospective residents to the Vietnam and Singapore Government?

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3

How to balance the high energy sporting component with the tranquility of nature within the surrounding landscape?

Informed by specific sports oriented development research, we curated and conducted a workshop with the client team from Singapore and Vietnam to further understand insights and aspirations for the project.

The output of the BrandBridge Workshop, allowed the aspirational foundations of the Saigon Sports City brand to be defined.

Brand purpose

To champion a elevated quality of life and sustainable living in Vietnam.

Brand proposition: Stay Ahead

Stay Ahead is used to reflect the future-fit attitude of the project, the capacity to endure and a winning spirit. With multiple layers of meaning Stay Ahead relates to a range of offerings within the Saigon Sports City development, from the implementation of smart technologies, to promoting sustainability for an enduring future. The phrase also carries a sense of movement, linking with the sporting aspect of the development as a whole.

From this we curated a flexible messaging system:

Brand identity: Flag of Pride

Inspired by Saigon Sports City as an iconic symbol of national pride, we crafted an identity centred around the movement and flow of a flag, using the three initials, S-S-C as abstract dynamic symbols. Energetic red, the colour of pride shared by both Vietnam and Singapore, was used for the primary brand identity, and a vibrant set of secondary colours were curated to capture the vibrancy and energy of the brand. 

Brand applications

We developed a dynamic and flexible identity system, applying it across key functional brand collaterals as well as applications that would resonate in a local cultural context.

Consideration was also given to the treatment of the logo for building façades and on the sales gallery and also how the identity integrates within a way-finding system.

Brand guidelines document

A comprehensive brand guidelines document was created to help the client team execute the brand accurately and consistently.

Ground Breaking Ceremony

During a ground-breaking ceremony in November, Keppel Land unveiled the brand identity of Saigon Sports City to a selected audience of VIP guests and dignitaries from Vietnam and Singapore.

Keppel Land had the opportunity to work with Sedgwick Richardson in one of our flagship projects in Ho Chi Minh city and was impressed with what Sedgwick Richardson delivered. The proposal was developed through an inclusive and engaging process with the client so to have a brand strategy that leverages client’s insights and the agency’s competency.

Binh Nguyen
Marcom Manager
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