So this is how we branded an island.
A man-made metropolis off the coast of Jakarta, Pluit City is a regional first. Its urban plan encompasses a central business district with skyscrapers and shopping districts surrounded by luxury housing and parklands. This project proposes to be a landmark in the Asian property and tourism scene.
The reason for the rebrand was that the existing graphic identity didn’t appeal to its core customers. Crafting a logo to hit that high-end luxury market – from multiple countries and cultures – required precision targeting. The final design not only integrates the essential cityscape and water elements, it includes triggers for the upscale Chinese, Western and local markets as well.
In achieving a successful brand we had to consider and execute on three different cultural interpretations. We provided a vast number of concepts to test their effectiveness and sharpen the brand voice to be sure it was correctly interpreted. Above are a few concepts that were submitted.