Graphica
Design Your Life
EPC, SS Group Project
EPC Real Estate Company
Sector: Property
Client: EPC, SS GROUP
Location: Vietnam
Scope
Brand Audit
Brand Platform Development
Brand Contents
Logo
Visual Identity
Stationary
Brand Poster
Website
OOH Advertising
A "Better" Symbolizing Action Spirit Culture
Industry Context
EPC Investment has approached us on a mission to redefine this brand’s visual identity. Founded in ----,
EPC has been one of the fastest potential real estate investments in Vietnam.
EPC desired to emphasize its pioneering spirit and establish a unique identity to gain more trust and better market positioning, helping scale at great speed.
Challenge
The Real estate industry is changing at a high pace.
New players are cutting into the value chain. But at the same time, prominent real estate identities are perceived as confusingly similar.
EPC is a potential developing company in Vietnam’s
real estate industry that is rarely noticed because of the lack of renovation in visual identity design. It caused a big question “Should EPC go with a “same same, but different” identity or a creative breakthrough identity?
To develop a new bold identity for EPC, we need to establish a brand’s purpose, developing a positioning that would serve as a platform for our design decisions and represent greater values besides the essential characteristics of a real estate business. That is, a brand can communicate inspirationally and influentially and own a proud symbol.
Another priority was to help EPC create a better emotional bond with their clients, to re-energize current employees while helping attract new talent.
Strategy
I approached all aspects of the project by analyzing the brand and its recent identity to extract the most valuable insights that led to a brand strategy built around the brand purpose of a “better living experience.”
The visual identity reflected: Bold, flexible, dynamic, and imaginative to communicate deeply meaningful “better.” The brand strategy was defined by EPC’s strong cultural identity that they constantly boost their decisive determination to achieve nearly impossible successes. On the other hand, we had to ensure the core strategic values of a real estate investment company.
We transformed them into an iconic visual language to build the foundation and power for future marketing and communication strategies.
Logo Concept
The logo shows the symbol of a key, with the first letter of each partner's name. A key is an opener of locks, whether it's the door to your dream house, apartment or villa, office or a whole building. The key symbolises the answers and the solutions to the clients' dreams. Keys let us into new worlds. Keys symbolise freedom of choice. They open things up and lock precious things away (safely). As a real estate company, the key is the symbol of the spirit of action: to inspire a positive culture within the company, with core values that promote doing the best for your products and services.
“The single letter A was also used as a storyteller on brand applications to make the visual identity more flexible and powerful.”
Results
The result is a compelling, differentiated experience that is already positively brand-impacting and new propositioning. EPC identity is the identity of action spirit that builds a positive business culture
These principles are examined with both internal and external aspects.
Internal: Aim to nurture the business culture, inspire and motivate employees to achieve short-term and long-term targets.
External: Personalize customer experiences for various target groups and partners with close relationships and transparency.
This was essential for connecting all functional requirements and securing a coherent, relevant, and energetic brand experience – across EPC’s physical, digital, and business universe.
Thank You!