Phu Quoc's new downtown
Meyhomes Capital Phu Quoc new logo and visual identity X Sedgwick Richardson
Meyhomes Capital Phu Quoc's journey in redefining island city life presents a compelling narrative of vision, innovation, and strategic branding. This transformative project, first announced in early 2010, represents a significant urban real estate development by Meyland, a core business of the esteemed Tan A Dai Thanh Corporation. Spanning a remarkable 265ha at the heart of Vietnam's beloved Phu Quoc Island, Meyhomes Capital Phu Quoc was envisioned as more than just a development project; it was a bold ambition to create an island city brand complete with residential, hospitality, commercial, healthcare, and education facilities.
In 2021, this vision took a refined turn with the involvement of Sedgwick Richardson, a team renowned for their expertise in place branding. Tasked with reinvigorating the Meyhomes brand, they crafted a refreshed brand strategy, language, and identity, aligning it with strategic communication directives. This endeavor wasn't just about a new visual identity; it was about encapsulating the essence of a unique urban island lifestyle.
The force behind Meyhomes Capital Phu Quoc, Meyland, leverages the 30-year legacy of Tan A Dai Thanh Group. With roots in the water industry equipment sector, Meyland's foray into real estate is marked by a commitment to "Spread prosperity". This ethos is vividly embodied in their flagship project, Meyhomes Phu Quoc, which has rapidly become a beacon of luxury on Phu Quoc Island. This strategic pivot underlines Meyland's dedication to elevating living standards in Vietnam through technologically advanced, luxurious urban and resort developments.
Central to Meyhomes Capital - Phu Quoc's allure is its brand positioning. Conceived in a collaborative BrandBridge workshop led by Sedgwick Richardson, the project seamlessly blends the tranquility of nature with the energy of a forward-looking community. Positioned as "Phu Quoc's new downtown," it promises an idyllic island city life. This unique brand positioning differentiates Meyhomes in a market saturated with resorts and entertainment-centric developments. By aiming to be both a modern living space and a prime tourist destination, Meyland has created a dual-value proposition that appeals to discerning real estate investors and luxury lifestyle enthusiasts alike. Located near the scenic Bai Truong and surrounded by historical landmarks, Meyhomes Capital Phu Quoc is not just a luxurious living space but a symbol of sustainable, upscale living.
The brand personality of Meyhomes Capital Phu Quoc is a vibrant tapestry of metropolitan energy, vibrant joy, and fresh purity. Its voice echoes a pioneering spirit, targeting affluent investors who value innovation, luxury, and strategic placement. This brand isn't just about constructing living spaces; it's about curating comprehensive lifestyle experiences that marry modern living with the cultural depth of Phu Quoc. The communication tone is confidently upscale, mirroring the high standards and sophisticated tastes of its clientele. Meyhomes Capital Phu Quoc stands out as a visionary development, offering a blend of a home and a holiday retreat, set against the scenic, culturally rich backdrop of Phu Quoc.
The transformative journey of Meyhomes Capital Phu Quoc continued with the evolution of its brand identity, symbolizing the premium and modern characteristics essential to its vision. The existing brand identity symbol, the golden C single-letter monogram, was retained while introducing a more distinctive logotype. This step was crucial in reinforcing the brand's luxurious and contemporary essence. Complementing this was a vibrant color palette, marking a significant shift in the brand's visual representation.
The introduction of blue sapphire as the new signature color was a strategic choice. This color not only signifies luxury but also resonates with the landscape of the sea, a core element of Phu Quoc's identity. Paired with the golden sand color, it forms the main color palette of the brand, supported by a secondary selection of colorful hues. This new palette encapsulates the essence of Meyhomes Capital Phu Quoc – luxurious, serene, yet vibrant.
The brand's identity system was further enhanced to signal diversity and vibrancy. Emphasizing the value of life surrounded by nature and a prosperous community, the brand story focused on the new and vibrant downtown core of Phu Quoc Island. A dynamic identity system was developed to reflect the four distinct zones of the development, integrating them into one diverse destination. This system not only represented the various facets of the development but also ensured a coherent and inclusive brand narrative.
In response to the research phase insights, the development was divided into four areas, each termed as a 'city' within itself. This segmentation demanded a unique graphics system. Four color-coded icons were created, each capturing the essence, mood, and nature of Tropi City, Oceanic City, Crystal City, and Skypark City. This clever iconography, inspired by the logo symbol, served dual purposes – as identifiers for each project area and as graphics enhancing brand applications.
To bring the Place Brand to life, a strategic communication framework and implementation plan were developed. Adopting a phased approach, the plan targeted multiple audiences through a series of brand communication initiatives. Each initiative was supported by key content and activities, ensuring a unified and inclusive message. This approach not only enhanced the brand's reach but also fostered a sense of community and belonging among all stakeholders.
The brand application extends across various touchpoints, both offline and online. Careful consideration was given to every interaction with employees, investors, customers, and the community. This comprehensive approach ensured that the brand's essence was consistently communicated across all platforms and interactions.
In conclusion, the brand refresh of Meyhomes Capital Phu Quoc by Sedgwick Richardson stands as a testament to thoughtful and strategic brand development. From retaining key elements of the existing brand identity to introducing innovative color schemes and graphics systems, every step was taken with the vision of creating an idyllic island city life. The result is a brand that resonates with luxury, vibrancy, and inclusivity, perfectly encapsulating the essence of Phu Quoc's new downtown.
