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Case Study

Branding Strategy and Driving Awareness in Asia for TrueVine Global

BRIEF

To manage and direct the full branding of TrueVine Global’s development projects, from conception, creation, completion and continuity; to capture strategic opportunities to expand the developer’s outreach to overseas markets; as well as to deliver and sustain long-term returns on their eco-smart, energy efficient property portfolio that is centred in the Australian market.

STRATEGY

M Connect initiated a discovery session with TrueVine Global to first define their development, identify the core values that align to their properties’ eco-smart living environment and their target market and audience. We delved much deeper into brand attributes, customer profiles and devised strategic scaffolds to lay the foundation works for the pre-launch of their development projects.

We conceptualised from scratch the brand identity for TrueVine Global’s projects. Names of each project were meaningfully crafted based on market research on attributes of the acquired plots of lands. Creative assets such as brand logos, marketing collaterals, videos and brochures were designed with the intent to build a strong visual identity and communicate the unique value proposition of each project. TrueVine Corfield and BLOSSOMS by TrueVine were conceived; the project names ensured clarity to TrueVine Global’s brand architecture and allows flexibility for future project extensions.

 

We also developed and grew the digital presence of TrueVine Global’s development projects to a sizeable following through the creation of their respective websites and social media platforms. Executed in two official brand languages (English and Simplified/Traditional Chinese), content management on these marketing channels governed the coherence between TrueVine Global’s corporate and brand communications. Campaigns were also customised and optimised for TrueVine Global’s desired market and consumer segments. Notably, project offerings cater to the preferences and needs of prospective homeowners or real estate investors.

 

To entrench regional presence overseas, marketing outreach efforts were expedited through M Connect’s network of agency partners in countries such as Singapore, Malaysia, Indonesia, China, and Taiwan.

In efforts to align TrueVine Global’s vision into reality, we coordinated strategic partnerships with various industry stakeholders; this ensures the completed projects adhere to stringent standards of sustainability and quality and reinforces TrueVine Global’s commitment towards eco-smart living.

RESULTS

TrueVine Global has had a successful breakthrough beyond the Australian market, it has grown its pool of overseas prospective home buyers and investors from Singapore, Malaysia, Taiwan, China and Indonesia and clinched substantial deals from these markets. With the successful launch, TrueVine Global has since been nominated for The Best Breakthrough Developer by Asia Property Awards.

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