STRONG BRAND FOUNDATIONS

Before you ‘break ground’, the Brand personality and values can start to be built on. Then, like an unfolding story, be added to progressively.
I wrote and creative directed the positioning, and all the branding and sales materials including a 3-minute video as Sea Sentosa came online.
Initially, there weren’t even architects 3ds to use so we created an eye catching ‘teaser’ billboard campaign.

As other developers became interested in buying the ‘IP’, a comprehensive brand presentation book was created with the brand story and style guide.

The first posters and magazine ads were created with existing photos from a friend's photo library, as no architect's 3Ds were available. I added "tantalising teaser " headlines while waiting for the renderings.

Another in the "teaser" campaign.

We kept teasing, while we waited for the new visuals.

After we received the architect's visuals, we started revealing appealing aspects of the resort.

Who wouldn't love the luxury of an indoor 'Rain shower' in a beautiful bathrrom.

It would grow to be an alive and vibrant resort as lush tropical gardens, hanging gardens and more. facilities were added.

We created a video for the website and sales offices, using the architect's 3D's and local film libraries.

As other developers became interested in buying the Sentosa IP I wrote a comprehensive brand book which covered the following chapters:

SENTOSA IS A WAY OF LIFE.

LIVING THE BRAND.

THE SUCCESSFUL PRINCIPLES SENTOSA IS BUILT ON.

THE SENTOSA FAMILY.

OUR BRAND JOURNEY.

OUR BRAND PROMISE.

OUR BRAND ASSETS.

OUR BRAND LANGUAGE.

OUR BRAND IMAGERY.

(these chapters are available if you would like to see them)

Along with the usual “do’s and don’ts” of logo usage, type and colours the following gave examples of all materials I also creative directed and produced.

As other developers became interested in buying the Sentosa IP,
I wrote a comprehensive Brand book which covered
the history of the Brand, the market, and the language, along with the usual “do’s and don’ts” of logo usage, type and colours.

After the resort won "Best Apartment" in South East Asia in Architectural Awards, other offshore developers became interested in purchasing the IP.

A new brochure introduced the Sentosa luxury holiday living concept to the hectic urban environment of Jakarta.