Gamuda Berhad, the leading engineering, construction and infrastructure group in Malaysia approached Genius Loci to help raise the profile of their already well established property development arm. Necesitating a shift in thinking, we repositioned the company to communicate to consumers as an aspirational lifestyle brand rather than as a functional property developer.

Brand Insight
Brand Strategy
Brand Visioning
Brand Architecture
Brand Design

Following an extensive Brand Visioning phase, a suite of elements was developed, designed to provide the client with flexibility on phased roll-out of the new look and feel .

Drawing upon the heritage of the parent brand and building on it’s strong reputation within the localmarket, we redrew the logo, retaining recognisable characteristics, and create a new crafted brand marque which reinforced the use of red as the main brand colour.

This was then further developed to become a device which could be applied as a ‘Quality Mark’, within a newly constructed set of grids for printed collateral, print advertising, outdoor advertising and digital applications.

Lastly, a bank of messaging reflecting the new lifestyle positioning was written and applied.