The New District 1.2
Empire City new logo and visual identity X Sedgwick Richardson
Launched in 2015, Empire City emerged as a prominent residential development project in Thu Duc, Ho Chi Minh City. This ambitious project aimed to encapsulate the essence of District One - the vibrant heart of Ho Chi Minh City - without the downsides of traffic congestion, outdated infrastructure, and cramped spaces. It's even referred to as "District 1.2", signifying a superior version of District One. Effective branding is critical for projects of this magnitude. As a result, the expert team at Sedgwick Richardson was chosen in 2016 to enhance the initial branding, empowering the project with a distinct identity.
Empire City stands as a hallmark in the Thu Thiem regeneration programme. It's an ambitious project that defines an emerging neighborhood in Ho Chi Minh City, one of the densest metropolitan areas globally. This neighborhood is planned to be an iconic destination as well as a desirable address for a multicultural, successful, and socially conscious community to thrive in style.
Strategically situated on a 15-hectare parcel along the Saigon River, it's certain that this project going to redefine Ho Chi Minh City's commercial and financial landscape as well as the citiy's skylines with Empire 88 Tower, which is designed to create a harmonious environment between the natural landscape and the rapidly growing metropolis.
The creation of a brand for a large project such as Empire City brings significant challenges and calls for a larger scale of research and processes. Urban planners and real estate developers face a significant challenge as population density and urban migration increase. To ensure that their place brands last and always attract customers and investors in a competitive market, Strong Place Brand Experience with soild sustainable identities are required.
Also, when it comes to branding mixed-use landscapes or places like cities, the visual identity system must be diverse and flexible. Empire City includes high-end apartments and shop houses, a five-star hotel, a shopping mall, office buildings, and a tower. This ambitious project, with KPF as architects and a consortium of four development partners, necessitates a visual identity that not only lives on every corner, empowering brand recognition, but should also aid in sustainable and effective land utilization.
Empire City's branding went beyond just developing a consistent visual system. It was about instilling a distinct ethos across all brand communications—Big & Bold, Energetic & Vibrant, Stylish & Cosmopolitan. Using the name as inspiration, Sedgwick Richardson developed a strategy for the Empire City to embrace a big-city attitude. Empire City's brand identity should exude the confidence of a metropolis moving to its own beat.
While the old logo was intended to bring together the partners, a more distinct brand identity was required. The identity had to go beyond traditional architectural badges, indicating a multi-layered, integrative experience. Drawing on this principle, horizontal bars were designed to represent the four pillars of real estate: residential, office, retail, and hospitality. These 'zone bars' form the letters 'E' and 'C' in the brand name, with the teal tone indicating its picturesque location along the Saigon River.
The visual expression of the brand signaled the energy and style of a bustling metropolis, inspired by dynamic movement and a touch of sophistication. Using a simple and straightforward messaging system comprised of short English verbs such as Work, Live, Play, and Dream, the brand is persuaded to be a Mark of Confidence.
Another aspect enhancing this branding was the novel approach adopted for the sales gallery. Moving beyond the confines of traditional advertising, it became an arena to vividly portray the brand's personality.
For Empire City, merchandise became another avenue for differentiation. Curating a range of merchandise, from premium gifts to everyday items, the brand's merchandise was crafted to epitomize the Empire City lifestyle.
Tilia, Linden, and Cove were among the phases of development that received compelling marketing collateral. And, with a digital experience in mind, a community app has been created to assist residents in engaging with one another.
"The Empire City brand identity stands out of the real estate landscape in Vietnam and is set to shape the skyline of Ho Chi Minh City. It is an iconic mark that adapts to the different components of a mixed-use destination and yet still has a strong lifestyle feel to it."
Mr. Vo Sy Nhan, CEO, Empire City
The visual identity of Empire City, defined by its modernity and simplicity, has stood the test of time. It conveys a seamless and upscale metropolitan lifestyle, in addition to its symbolic meanings. Its success and impact are undeniable, as evidenced by the fact that it received three Transform Awards Asia Pacific 2017 awards, including Gold for Best Visual Identity in the Property Sector and Best Creative Strategy. And, as it navigates time and trends, the brand promises a brighter, bolder future.
