How do you develop the brand for an established hotel and property developer based in Myanmar, eager to embrace a global audience as their country emerges into an international marketplace?
The Myanmar Seilone Construction Company is well established, property development company in the emerging market of Myanmar. Having started in Yangon over 25 years ago, in what was then a very different political culture to the present-day one, they have created two core thriving businesses.
The Myanmar Seilone Construction Co. Ltd is a property development company specialising in the development of high-end, luxury condominiums; whilst Myanmar Seilone Hotels and Resorts has developed two of Myanmar’s leading hotels and serviced apartments.
Working with the Myanmar Seilone founders, our research showed that with the change in political culture, an important opportunity had arisen to rebrand and reposition the company in terms of attracting, new overseas investors and ex-pats to this most exciting and magical country, Myanmar is a country emerging from nearly half a century of commercial isolation and has become 'the' place for inward investment and adventurous travellers alike. In addition, the home market target audience of a new, young emerging middle-class were wanting to associate themselves with dynamic, forward-thinking Myanmar based organisations which offered high-end quality products.
It was clear to the Myanmar Seilone owners that we needed to curate and deconstruct the existing brand assets; and whilst retaining these elements where desirable, rebrand and create a complete suite of marketing collateral. This included a new parent brand ID and sub-brands, sophisticated CMS driven website, a family of bi-lingual (English and Burmese) print collateral from stationery, brochures, newspaper and advertisements; through to copy-writing and photography.
The fundamental insight was that Myanmar Seilone recognised that in order to communicate with both their local and new international audience, they required to reposition the company's marketing objectives.
Myanmar Seilone Company
A ground-up approach was required. The first step was creating a brand for Myanmar Seilone, that appealed to their three identified target audience groups. It was important to them that they really showcased their national pride, and because of this the geographical shape of the country Myanmar forms a part of the corporate identity; whilst the green and gold were selected as the core brand colours, as they represent traditional, respectful and prestige in Myanmar.
It was also crucial to embrace the modernity of Myanmar, this was a forward-thinking company who was thinking about the future. Imagery focused on new developments and lifestyle. The strap-line 'Quality Above All' underlined the founder's guiding business objective, and is readily applicable to the existing, and any future commercial developments, the company direction may take.
For the website development and design phase, we worked closely with the company to establish the core persona and user journeys. Our audience research and brand development provided a fantastic basis for this, as we understood what content people were looking for, as well as the tone, language and design that would appeal across a broad target audience. The focus is on modern imagery, copy that emphasises the high-end nature of all the projects, and accessibility to both Western markets and local Myanmar residents. The final responsive site was built using a Joomla CMS, with training and on-going service support.
The brand tone of voice and high-end quality finish is translated across all print media. The stationery uses beautiful GF Smith duplexed stock, with white and gold foil.
As part of a major media launch of the company's latest two flagship property developments, brands and supporting marketing collateral was designed, printed and shipped to in-country. For the up market, condominium development Myat Mingalar 313 we created a new ID and beautiful, case-bound limited print run books. Myat Mingalar 313 is a new, high-specification apartment complex being developed in central Yangon. A number of the penthouses have individual swimming pools and open deck terracing, and our brief was to creatively reflect and complements the overall style and design of the property.
The Myat Mingalar 313 project was so successful, we were delighted to also be commissioned to create a brand and welcome pack for a new condominium development, Myat Waddy. Designed to be at the heart of the city, Myanmar Seilone wanted a brand ID that was clean and elegant, whilst also having theatre and stand out appeal. The distinctive supporting, inter-locked MW graphic, coupled with the full brand name are playfully used throughout the small print launch document; whilst the purple and grey palette underpinned the cosmopolitan positioning of the condominiums in this most dynamic city.