Project Overview
As the successful international developer Sunkin Group looked to increase its foothold in Australia, a new brand was required to reflect its local knowledge and vision.
Through workshops with the key team, we developed a strategic brand strategy that would highlight Sunkin’s commitment to creating places that make an ongoing contribution to work life, home life and community life.
Project Commissioner
Project Creator
Team
Creative Director: Rob Davies
Client Service Director: Bianca Lanza
Copywriter: Creative Concierge Consulting
Signage: Briner
Printer: Press Print Solutions
Project Brief
In addition to preparing a strategic brand strategy, Grenade were engaged to position Sunkin in the local Melbourne market as well as develop their brand identity to best reflect their short and long term vision for the business.
Connecting back to its Chinese heritage, the name Sunkin needed to remain, however the brandmark was stripped back and a simple ‘rule of thumb’ was developed for the parent brand’s flower motif.
The result is strong, clean and contemporary. The brand strategy and its creative execution have repositioned Sunkin in a crowded market and given its people the tools to tell its story with clarity and confidence.
Project Innovation/Need
In developing the Sunkin brand positioning ‘Enduring for Life’ it allowed us to talk to Sunkin’s vision for creating communities that transform lives and places.
To accompany this and truly bring their vision to life, and without having previous project imagery to leverage from, we presented a series of ‘3D visualisations’ that captured the essence of Sunkin as a developer and the aspirational effect they want to leave on the community.
To date this idea has not been fully realised due to prioritising other aspects of the brand whilst they navigate through the Covid-19 period. We believe the use of ‘out of this world’ like visualisations would set Sunkin apart in the marketplace as a developer that can demonstrate just how much they care, not just for their own gain, but for the benefit of the community and the people. An idea Sunkin can truly own.
Design Challenge
The main challenge when developing the Sunkin brand was to position Sunkin as a local trusted developer. While their presence in the local market was minimal we were able to leverage their experience as a trusted builder and first development in the bayside suburb of Brighton. The narrative, tone of voice in which we used to communicate Sunkin’s story was honest, relatable and always connecting back to the community. It was important to be known as a developer that is respectful of the suburb and neighbourhood in which it breathes new life in, and not be considered as just another developer.
Another challenge we embraced was to develop a ‘rule of thumb’ system to inform how the flower motif, inherited by the mother brand, would play in the local market. In appearance, it presented concern about how it would resonate with the local market, however we identified that it’s presence was best used sparingly with a subtle nod across select print applications, always and simplistically connecting back to its flagship mother brand.
Effectiveness
Taking advantage of the opportunity to brand themselves during the peak of Covid-19 period, Sunkin wanted to be ready to hit the market as soon as barriers were lifted. With such a short presence in the market to date, the full effectiveness and potential of the brand has not yet been tested or fully realised, however during this time, Sunkin successfully completed construction of their first residential development in Brighton where they were able to proudly go to market with their new brand. A brand the Sunkin team are truly proud to be a part of. A brand that allows their projects – residential, precinct and commercial to always take hierarchy, but equally anchored by the Sunkin brandmark.
Graphic Design - Identity and Branding - Corporate
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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