Sea Sentosa: Build a strong brand while building your project

Build a strong brand foundation from the moment you ‘break ground’ which can be added to progressively like an unfolding story.
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 a ‘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 covering stationery to websites and advertising etc.

It also demonstrated how it was possible to take a brand created in the tropical environment of Bali to the urban environment of Jakarta.

These first two posters were created with existing photos from the developer's library when no architect 3d's were available so I just added "teaser ambient" headlines while waiting for the renders.

After we received the renders I was able to write and produce product centric ads

Following is the sales brochure produced in both print and digital versions.

Wrote and produced video for website and sales offices

Following is the sales brochure produced in both print and digital versions.

Following is an example of a section of the brand book. 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.

After the development won Best Apartment" in South East Asia Architectural Awards other developers became interested in purchasing the IP. This website and brochure introduced the Sentosa concept to the hectic urban environment of Jakarta.