Sectors
Conglomerates
Property & real estate
Location
Yangon
Sectors
Conglomerates ,
Property & real estate
Location
Yangon

Yangon’s world-class address

At the iconic intersection of Bogyoke Aung San Road and Sule Pagoda Road rises Yoma Central, Yangon’s highly anticipated mixed-use destination. This landmark development marks a poignant milestone in Yangon’s past, present and future through the revitalisation of the former Myanmar Railway Headquarters that has defined the heart of the city for over 130 years. Listed under the Yangon Heritage Trust, this iconic heritage building will become home to The Peninsula Hotel Yangon, infusing Yangon’s past with its future.

The challenges & opportunities

1
1

Identifying synergies between the components of the development to ensure a seamless brand experience.

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2

How do you own a leadership location in a city that is slowly evolving through urban development?

Brand strategy

Tasked with crafting a symbolic brand that unites all the components, the Sedgwick Richardson team spent time working with the different parties involved in the project to understand their vision and their expectations for the development, crafting the story of Yangon’s past whilst creating a brand positioning for the future “Yangon’s World-Class Address” was born. A strong location theme that reclaims the original city centre positioning of the development.

The brand identity is a refined brand symbol that takes reference from the building’s flowing connected architecture and the locations railway associations. The accompanying “Yoma Central” logotype was crafted to mirror the angular, 3D nature of the symbol, strengthening the brand identity.

Logo lock-ups were developed for the individually named FMI Towers to visually signal synergy across the development components.

A golden thread graphic device was created to symbolise greater unity and a strong story of seamless connectivity across the development and integrate brand applications.

Sharing a common element of the golden thread, the developed design concept adopts two different colour systems. The master development and retail components follow a warm colour palette of burgundy and gold, with the offices adopting a cool and sophisticated colour palette of blue and gold.

Launching the brand

The hoarding and website were used as platforms to help build anticipation and visually communicate momentum during a phased tease, reveal, engage development cycle.

The tease phase focuses on community based messaging, where basic elements of the brand have been introduced to build a sense of local pride and ownership without revealing too much. The website is planned to be developed in tandem with the hoardings where online content will focus on the revitalisation of the location, benefits for the community, whilst introducing the development.

As the development progresses the hoardings and website are planned to evolve to house more aspirational brand-led visuals and messaging before moving to the final product driven phase of engagement.

The team focused on extending the master brand identity to a suite of marketing and sales tools to support the launch of Yoma Central whilst being mindful that The Peninsula Residences Yangon, The Peninsula Hotel and Westin Hotel and Serviced Apartments needed to seamlessly integrate.

We applied the new identity to a suite of touch-points including the master development brochure which specifically leads with aspirational thematic spreads upfront designed to capture the readers attention. The ribbon forms the basis of the cover design with the inside spreads moving from a macro to micro level. We use fold out sheets to physically reveal old and new, reinforcing the connection between the past and present. The copy style is confident without being overly authoritative to ensure it comes across as accessible and engaging and then builds as the reader journeys through the brochure.

Banner applications demonstrate the flexibility of the identity system where imagery and colour combine to provide a sense of dynamism and depth whilst demonstrating how the golden ribbon can signal connectivity.

The distinct shape of the 3D Yoma Central symbol also lends itself to a variety of environmental applications, such as a 3D sculpture, signage that takes on the shape of the symbols curves and ambient media such as hot air balloon advertising.

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