Creating a Distinctive Brand Identity for a Pioneer of Urban Landscapes
GAYA Strategic Enterprise Corporation is the global real estate arm of GS E&C, one of South Korea’s largest construction and engineering conglomerates with over USD 60 billion in assets and a presence in 32 countries. Established to lead in shaping the next generation of urban developments, GAYA harnesses GS Group’s heritage to deliver transformative, sustainable, and technology-driven environments across Asia and beyond.
Unlocking a New Standard in Urban Development
As GS E&C sought to expand its global footprint through its new real estate subsidiary, GAYA, the challenge was to craft a distinctive brand that would encapsulate the group’s ambition to reshape urban landscapes. GAYA needed a proposition that reflected both its strategic vision and global aspirations while distinguishing it from its parent company and competitors in the region.
Bridging Legacy and Vision
With an established legacy in engineering excellence, the challenge extended to translating this strength into a forward-looking real estate identity – one that would resonate across geographies and sectors, inspire confidence among stakeholders, and communicate a clear purpose grounded in innovation, sustainability, and partnerships.
A Brand Strategy Built on Purpose and Progress
Sedgwick Richardson developed a brand strategy positioning GAYA as “Advanced Urban Developers” – a bold articulation of its commitment to creating urban ecosystems that empower communities through sustainability and smart technologies. The proposition celebrates GAYA’s dual role as a visionary and a builder.
Apex-Inspired Brand Identity
The brand identity features a distinctive “A” symbol in the logo, abstracted to represent an apex – evoking ambition, excellence, and the strength of enduring partnerships. This symbol, paired with a modern and refined visual system, creates a powerful platform for GAYA to express its vision consistently and confidently.
Ready for Global Recognition
GAYA’s new brand system now serves as a foundation for internal alignment and external engagement. With a robust visual language and strategic clarity, GAYA is well-positioned to launch its developments with confidence and credibility – bringing to life its ambition to lead in shaping diverse and sustainable urban futures across Asia and beyond.
