ANGIA

Sector: Property
Client: ANGIA
Location: HCMC

Scope

Brand audit
Brand platform development
Brand contents
Logo
Visual identity
Stationery
Brand poster
Website
OOH advertising

Slide show

A "Better" symbolizing action spirit culture

Slide show

Industry Context

ANGIA Investment has approached us on a mission to redefine this brand’s visual identity. Founded in 2008, ANGIA has been one of the fastest potential real estate investments in Vietnam.
ANGIA desired to emphasize its pioneering spirit and establish a unique identity to gain more trust and better market positioning, helping scale at great speed.

Challenge

The Real estate industry is changing at a high pace.
New players are cutting into the value chain. But at the same time, prominent real estate identities are perceived as confusingly similar.
ANGIA is a potential developing company in Vietnam’s
real estate industry that is rarely noticed because of the lack of renovation in visual identity design. It caused a big question “Should ANGIA go with a “same same, but different” identity or a creative breakthrough identity?
To develop a new bold identity for ANGIA, we need to establish a brand’s purpose, developing a positioning that would serve as a platform for our design decisions and represent greater values besides the essential characteristics of a real estate business. That is, a brand can communicate inspirationally and influentially and own a proud symbol.
Another priority was to help ANGIA create a better emotional bond with their clients, to re-energize current employees while helping attract new talent.

Strategy

Bratus approached all aspects of the project by analyzing the brand and its recent identity to extract the most valuable insights that led to a brand strategy built around the brand purpose of “better living experience.”

The visual identity reflected: Bold, flexible, dynamic, and imaginative to communicate deeply meaningful “better.” The brand strategy was defined by ANGIA’s strong cultural identity that they constantly boost their decisive determination to achieve nearly impossible successes. On the other hand, we had to ensure the core strategic values of a real estate investment company.

We transformed them into an iconic visual language to build the foundation and power for future marketing and communication strategies.

Logo Concept

The new logo and visual identity is a positive abstract symbol with an arrow pointing and associate diversity with the roof of a house, kite, street, mountains, prow, corner building, etc.
That is the symbol of action spirit to do the best thing for products and inspiring a positive to company culture with new values: challenges, conquest, discovery, investment, and experiences.

“The single letter A was also used as a storyteller on brand applications to make the visual identity more flexible and powerful.”

Results

The result is a compelling, differentiated experience that is already positively brand-impacting and new propositioning. ANGIA identity is the identity of action spirit that builds a positive business culture

These principles are examined with both internal and external aspects.
Internal: Aim to nurture the business culture, inspire and motivate employees to achieve short-term and long-term targets.
External: Personalize customer experiences for various target groups and partners with close relationships and transparency.

This was essential for connecting all functional requirements and securing a coherent, relevant, and energetic brand experience – across ANGIA’s physical, digital, and business universe.

The new logo became a storyteller, inspire and create positive values for the brand.
The brand name’s letter A was exceptionally modified with the removed crossbar, higher contrast promoting the depth and upward movement.

“The logo became a storyteller, inspire and create positive values for the brand.”

Design Concept

From new brand values and strategies, we formed a simple yet flexible identity. That is the symbol of action spirit to construct a positive brand culture with different values: challenges, conquest, discovery, investment, and experiences. These principals are examined with both internal and external aspects.

Internal: Aim to nurture the business culture, inspire and motivate employees to achieve short-term and long-term targets.

External: Personalize customer’s experiences for various target groups and partners with close relationship and transparency.

The new logo became a story-teller narrating the effortfully developing journey of ANGIA. The brand name’s letter A was exceptionally modified with the removed crossbar, higher contrast promoting the depth and upward movement. The balance of two simple “A” letterforms in the beginning and the end constructed the stability and solidity of the logotype. The single letter A was also used as the logomark on different applications to make the visual identity more flexible and powerful. Moreover, we experimented with visual languages including typography, colors, composition, spaces, and materials to deliver a modern minimal identity and focus more on the clarified brand message. All elements of the layouts were built on a flexible grid to diversify visual contents as well as manage the visual system on every touchpoint – online and offline.

Brand Content

Continuously employing letter A as the narrator, we established the message system to reflect core strategic values, as well as created direct visual associations to the logomark. The message content concentrated on customer’s experiences, partner’s collaborations, investment, and brand values, with comprehensive contents, matched with brand tone of voice to deliver ANGIA intentions.

“Speech and words have the power to shape stories. And then stories shape brands”

Overall, the concept is “Better Your__” we brought to develop an identity system that would express principles for communicating confidence and distill it into a simple, memorable, and powerful expression for ourselves, our partner, and consumers.
That articulates the value – that each individual has the right to goal setting, plan, and act.