A Corporate Rebranding Solution for A Progressive Real Estate Developer
Taseco Land is the real estate arm of Taseco Group — a multi-industry corporation and one of the leading gateway service providers in Northern Vietnam. Known for its meticulous approach and unwavering standards, Taseco Land has built a reputation as a developer that consistently delivers beyond its commitments.
As the business expanded, Taseco Land faced a need to clarify its brand positioning and strengthen its corporate identity. While highly regarded by customers for its reliability and attention to detail, the brand lacked a distinct narrative and visual system to reflect these values cohesively across all touchpoints.
The company also required guidance on how to structure and communicate its growing portfolio more effectively.
SR partnered with Taseco Land to undertake a strategic brand transformation, beginning with brand research and stakeholder engagement to uncover how the brand was perceived internally and externally.
The core brand idea, “Striving for Perfection,” was inspired by how the brand is described — as precise, dependable, and quality-driven. This positioning was brought to life through a new brand purpose: “Designing quality places for life starts with you,” reflecting a strong focus on customer experience.
To translate the strategy visually, a modern logotype was created, featuring a subtle forward arrow within the letter “O”, symbolising continuous progress and ambition. The refreshed colour palette, blending deep blue with warm orange, balanced professionalism with a sense of human warmth.
To support brand application, SR developed a graphic system built around arrow-like motifs, representing momentum and adaptability. These elements became visual assets across corporate communications, marketing materials, and social channels.
