CRAFTING LIFESTYLES

CATEGORY: Brand Strategy & Identity |

CONTEXT
Starting with a humble residential project in 2001, Malaysia-based property developer Mitraland Group has grown by leaps and bounds since its inception more than one and a half decades ago.

CHALLENGE
As the group progressively expands in its capacity, projects, and team size, the need to proactively reconcile, craft, and steer a focused, cohesive brand becomes more pressing. The client realised it must protect and grow its brand equity.

SOLUTION
An extensive internal dialogue resulted in a crystalised strategic brand direction that articulates its continual commitment to champion aspirations and ‘surprise the customer’ with places that enable meaningful experiences and quality-of-life. Synthesising this comes a new identity system symbolic of this belief. The brand also communicates internally to align and reinforce Mitraland’s corporate culture.