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

A refreshed brand story of ‘The Good Life’ reinvigorates StarCity, a landmark community development in Yangon with extensive facilities and amenities set in a 135-acre landscape on the banks of the Bago River.

A flagship residential development by Yoma, the StarCity brand lacked relevance. It required a story with more meaning than references to stars and galaxies. What it needed above all was to connect with Burmese people, potential customers as well as employees: the real ‘stars’ of this story.

The challenges & opportunities

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1

How can we make the brand appeal to local buyers?

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2

What does it take to make StarCity a more vibrant community?

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3

Can we inspire front-line employees of StarCity to live the brand?

Connecting emotionally

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.

Symbolising meaning

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.

Joey Khoo
Head of Marketing, Yoma Strategic Holdings

Awards

Singapore Design Awards 2016 – Gold

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