Luxury Place Branding for Smart Living
19 Nassim is a residential development located in the prestigious District 10 and close to the Singapore Botanic Gardens, a 158-year-old tropical garden and a UNESCO World Heritage Site. Designed by the award-winning architect, Chan Soo Khian, 19 Nassim’s minimalist design blends beautifully into its surrounding natural landscape. SR was awarded the task of branding this prestigious residential development by Keppel Land.
A Slow, Competitive Market
Despite its excellent location and the uptick in the Singapore property market in 2021, following its official sales launch in 2020 only two of 101 units at 19 Nassim had been sold.
Compared to nearby competing developments, 19 Nassim offers smaller apartments at a premium price.
Keppel Land asked SR to create a distinctive brand for 19 Nassim to amplify its inherent qualities of sophisticated, luxury design, and to stand out in a crowded market.
Brand Strategy
The brand positioning and personality for 19 Nassim unfolded around the idea of ‘precious’. This golden thread of meaning links these luxury residences with the Singapore Botanic Gardens, the premium retail and hotel destination of Orchard Road, the laid-back leisure of the Dempsey Hill enclave and the historic pedigree of the Nassim Hill area as a desirable address for Singapore’s early elite.
Design Philosophy
Chan Soo Kian’s architecture and his design philosophy of blending the surrounding landscape with the interior spaces was featured prominently in the brand story of 19 Nassim.
Brand Language
Positioned as a premium development surrounded by lush greenery, 19 Nassim is also the first residential development in Singapore with built-in artificial intelligence. The brand language exudes a contemporary and modern feel to reflect these smart living features.
Visual Identity
The curated colour palette and pattern line designs were embellished with subtle finishes in a blind spot-UV and matt copper foil stamp on the 19 Nassim marketing brochure.
Brand Launch
A phased approach to launching and sustaining the brand was planned and integrated across digital touch-points, print media and at the location itself.
Brand Applications
Within the sales gallery, a series of conceptual ideas for VIP gifts and for the distribution of e-brochures was developed, inspired by the same elegant design language to reflect the precious experience of life at 19 Nassim.
Following its official launch in November 2023, sales have kept up a steady pace with firm prices. Keppel is confident that this luxury project will be fully sold within 2026.
