Challenges & opportunities
How to communicate the idea of a smart township whilst moving away from the overused term ’Smart City’?
How to develop an all encompassing strategy to attract multiple stakeholders, from prospective residents to the Vietnam and Singapore Government?
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.
