The Rise Of A Master
Masterise Homes new logo and visual identity X Sedgwick Richardson
In the heart of Vietnam's bustling real estate landscape stands Masterise Group, an icon of innovative development and luxurious living. This journey of transformation and growth began in 2007, when the company was known as Thao Dien Investment. Which carved a niche with its acclaimed residential brands - Masteri, M-One, and Millennium. Yet, the corporate identity of Thao Dien Investments remained overshadowed by the luminous success of its product brands. It was a case of the creator hiding behind its creation.
The rebranding to Masterise Group marked a significant milestone. With the help from Sedgwick Richardson team this transition was more than a change of name; it was an evolution of identity, signaling the company's readiness to dominate the broader realms of real estate. In the heart of this rebranding lay Masterise Homes, a new brand under the Masterise Group umbrella, showcasing the group's prowess in project management and operations. The company's portfolio, featuring over 10,000 luxury apartments, spoke volumes of its commitment to quality and excellence. Masterise Group's projects resonated with sophistication and were benchmarks of luxurious urban living.
Masterise Group's projects were not just about buildings; they were about creating communities. Strategic locations in central districts and rapidly developing areas ensured that residents enjoyed unparalleled convenience and connectivity. Each project was a testament to the group's dedication to creating living spaces in harmony with nature. The integration of green spaces, lakes, and water features crafted an ecosystem where nature and modern living coexisted in perfect balance.
The amenities at Masterise Group's developments were nothing short of extraordinary. From state-of-the-art gyms and all-season swimming pools to sports facilities and children's play areas, every aspect was designed to offer a lifestyle of comfort and luxury. The attention to detail extended to professional management and operations, with partnerships with renowned international brands, further elevating the living experience.
However, with growth comes challenges. The rebranding of Thao Dien Investment to Masterise Group, and the introduction of Masterise Homes, presented a unique challenge: How to communicate the distinct identities of the corporate and developer brands effectively? The tagline 'Master of Life' was crafted, encapsulating the essence of control and mastery over one's living experience, a nod to the company's customer-centric approach. The challenge lay in maintaining clarity in brand communication and ensuring that the market understood and embraced the distinct roles and offerings of Masterise Group and Masterise Homes.
Addressing this challenge required a comprehensive branding strategy. The rebranding was not just a change of name; it was a redefinition of the company's identity, ethos, and future direction. It involved crafting a new brand language, identity, and strategic communication direction, all aligned with the company's vision. The transformation from Thao Dien Investments to Masterise Group was a strategic move, shedding a limited name for one that embodied versatility and resonated with the desired customer base. It was a name that reflected the aspirations and status of its clientele, showcasing the impact a name can have in aligning a brand with its offerings and the aspirations of its target audience.
The transformation of Masterise Group extended beyond its name and strategy into a robust visual identity, encompassing every facet of the brand's expression. This metamorphosis was epitomized in the logo - The Crown. This crown-like brand mark, with its 3D perspective, not only reinforced the 'M' in Masterise but also exuded a visual authority and leadership. This emblem was ingeniously adapted to the sub-brand Masterise Homes, further fortifying the corporate brand portfolio.
In the realm of branding, the after-effects of a powerful logo are profound. For Masterise Group, this was embodied in the brand device inspired by city skylines. This abstract illustration, a visual echo of the identity, communicated the brand’s essence of 'rising up'. A strategic roadmap outlined the phased communication for different stakeholder groups, each tailored to resonate with its specific audience.
The collaboration with Sedgwick Richardson in crafting these elements was highly appreciated by Masterise Group's Marketing Manager, Tran Ho. His commendation highlighted their proactive approach and meticulous attention to detail. This partnership was instrumental in developing comprehensive brand guidelines for both Masterise Group and Masterise Homes, focusing on customer centricity, as encapsulated by the tagline 'Master of Life'.
These guidelines were not just documents but blueprints for consistent brand expression across various platforms. This consistency was evident in the application of the flexible graphic device across a spectrum of marketing and communication materials. Every touchpoint, from print to digital, echoed the Masterise identity.
Photography played a crucial role in this brand narrative. The chosen style - a blend of corporate professionalism and warm, homely tones - mirrored the brand's offerings. This visual language spanned from grand cityscapes to intimate lifestyle and portrait shots, all harmonized in tone and style to reflect the essence of Masterise Group.
Social media, a vital frontier for brand engagement, was not left untouched. A dynamic system was implemented for social media channels, offering flexibility and coherence in content execution, ensuring the brand's digital presence was as impactful as its physical one.
“We enjoyed working with the Sedgwick Richardson team. We appreciate the way they took ownership of developing our new brand. Their team are highly proactive, the time and attention to detail have been incredible. Well done!”
Tran Ho, Marketing Manager
The culmination of these efforts was the successful launch of the brand at the Master of Symphony event. The new identity of Masterise Group was not just unveiled; it was celebrated, resonating with the management, peers, and the broader community. The rebranding journey of Masterise Group, from a humble start as Thao Dien Investment to a towering presence in the real estate sector, is a testament to the power of strategic branding and the art of storytelling in corporate identity.
