Case Study: Hillhaven by Far East Organization

Hillhaven is an upcoming residential project located in Bukit Timah, launched by Far East Organization (“FEO”) and Sekisui House. Surrounded by numerous other similar residential projects within the area, Hillhaven faced a challenge in distinguishing itself and standing out from the crowd. In addition to all of its unique selling points (USPs), Hillhaven wanted to find a unique narrative that it could leverage to separate itself from the pack.

To that end, FEO reached out to Superminted to create a brand identity that would differentiate Hillhaven from all the neighbouring residential projects within Bukit Timah, in order to appeal to buyers and make Hillhaven the property of choice.

Conducting Research

Superminted’s first steps as we developed Hillhaven’s brand identity involved developing a brand strategy. Part of this entailed examining the properties around the surrounding area, both existing and upcoming. We had to fully understand the strengths and weaknesses of each residential project, as well as how these were communicated in their respective brand messages. These insights informed our next steps in setting Hillhaven apart.

Brand Positioning and Strategy

This understanding of Hillhaven’s target audience led to a significant shift in how Superminted developed the project’s brand narrative. We chose to deviate from focusing solely on Hillhaven’s amenities and facilities and accentuated the intangible rewards of the residential project. Instead of simply highlighting pools and gyms, we attuned our messaging towards the shared and positive experiences Hillhaven residents could stand to enjoy by living at the property.

We billed Hillhaven as a gift of new wonders, positioning it as a place where residents could experience a holistic and well-rounded lifestyle through meaningful connections and enriched experiences.

Brand Identity and Development

Hillhaven’s brand identity constitutes all the tangible ways its brand narrative manifests. This includes, but is not limited to, its logo and wordmark, colour palette and media application.

Logo and Wordmark

The aforementioned brand narrative took cues from Hillhaven’s name, which in itself alluded to the hills surrounding its location (Hill) and the respite it sought to offer residents (Haven). In conceptualising Hillhaven’s logo, our branding and design team was inspired by the project’s proximity to both Bukit Timah Nature Reserve and Bukit Gombak Hill.

We juxtaposed vertical lines from man made architecture against the branching organic veins found within leaves. Integrating these biophilic shapes into each “H” from the “Hillhaven” name, we designed a word mark that we could further iterate into a symbol and logo, elements that truly encapsulated the essence of Hillhaven.

Colour Palettes

Unlike surrounding properties that echoed themes of luxury and nature through their repeated use of gold and green, Hillhaven’s brand colours were intentionally selected to reflect the energy evoked from looking forward to what life had to offer as a resident of Hillhaven, through shared experiences and meaningful activities. This served to further reinforce Hillhaven’s brand identity as a residence offering enrichment and fulfilment.

Media Application

Developing Hillhaven’s brand identity was only half the battle won. The next steps involved systematically deploying marketing activities with the aim of raising awareness of Hillhaven’s launch. In other words, branding is only as good as it is talked about.

Our experience in branding taught us that first opinions are formed by how a brand identity is portrayed and subsequently, perceived. Property branding as a type of branding warranted similar caveats. Superminted was intentional with its branding efforts for Hillhaven and the assets we developed utilised the same design language and brand narrative in order to further solidify Hillhaven as an experience-centric residential project.

Experience And Expertise Across Industries

Superminted has been able to take on projects of varying scales and complexities because of our experience in carrying out different types of branding projects.

Additionally, our expertise and speciality in brand management affords us the advantage of providing end-to-end services for all our clients, including FEO. From the development of the brand strategy, down to the creation of a brand narrative, and even the design and video production of media materials. Our wide array of services paved the way for Hillhaven’s journey of development and potential growth.

The positive results of branding were evident on Hillhaven’s launch too. Hillhaven saw over 5,000 visitors to the showroom over the launch weekend, and the launch campaign earned significant organic news coverage on both digital and offline platforms.

Branding, Your Foundation To Success

The importance of branding, regardless of industry, cannot be overstated. As your go-to guides in brand management, Superminted strives to support brands in their journey of growth and evolution.

If you liked what you read, stay tuned to this space as we bring you the latest news and best insights on all things brand management.

Daryl is a Copy Editor at Superminted, fueled by a love for bringing emotionally engaging stories to life. With  carefully selected words and a smart turn of phrase, he is devoted to helping brands shape their unique voice.

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