The challenges & opportunities
How can we make the brand appeal to local buyers?
What does it take to make StarCity a more vibrant community?
Can we inspire front-line employees of StarCity to live the brand?
Giving the brand a new lease of life involved weaving a series of personal narratives to express the warmth of this residential community. A crafted brand language gives StarCity a welcoming personality and a calming voice that rises above the clamour of Yangon’s rapidly-developing property market.
An engaging story
The opportunity was for people to feature prominently in celebrating The Good Life. Through the eyes of families, couples and friends the brand story came to life and provided an emotional connection with potential buyers.
Building the experience
Applying the brand across physical environments was more than a marketing opportunity; it offered a sign of quality and reassurance for existing residents, owners and their visitors.
The brand identity was strengthened through a crafted wordmark and a revised symbol. The symbol signals the meaning of different elements coming together, forming a community around integrated residential, leisure and retail experiences and giving birth to a new star.
Living the brand well
An immersive brand training session was held at StarCity prior to the relaunch of the brand. Attended by over 30 employees from cross-functional teams including human resources, customer services, facilities management, sales and marketing the session was conducted in English and Burmese.
A comprehensive brand manual was reviewed with the team. Providing guidance on the technical aspects of the brand identity, all the information needed to tell The Good Life story was in the hands of informed and empowered employees: the real stars.
Sedgwick Richardson are very hands on, full of ideas, proactive and deliver on time. Due to their team’s dedication and commitment to producing exemplary and exciting creative solutions we have subsequently entrusted them with two other projects.