A brand rebirth

Business // Tuesday, August 8, 2006

http://www.todayonline.com/articles/135141.asp

Immortal Design defines good branding through its Marina Square and Goodwood Hotel projects

Tang Li
news@newstoday.com.sg

IN TODAY'S crowded market, good branding is the way to build a business, while bad or non-existent branding has been the downfall of many businesses.
.
But what does branding really involve? Is it the redesign of a logo and a marketing communications message, or is it something more?
.
One local design house, Immortal Design, clearly believes that there is more to branding than simply changing fonts and logos. It is about creating a complete experience. The 16-year-old design house and brand consultancy recently demonstrated this philosophy through a prestigious retail brand – Marina Square.
.
After the recent re-opening of the popular development at Marina Bay, it was clear that the mall had gone through more than a renovation exercise but a rebirth.
.
One of the key areas that Immortal Design looked at was the layout of the shops. The whole mall was re-designed into zones linked by signage and themes such as "Groove Nation," the youth zone that featured trendy fashion stores and hair salons. "The layout was designed to make it easier for visitors to shop for what they want," said Saxone Woon, Immortal's managing director.
.
The 2,000-vehicle car park area, which serves three other establishments, was also redesigned. It now has colourful and clear signage that helps people find their way around the mall more easily.
.
Said Mr Woon: "The right brand elements that best positioned Marina Square such as the typeface, colours and icons had to be visually identifiable, meaningful, transferable and adaptable. Marina Square's new identity had to be communicable across all walks of life."
.
The mall's management provided the tools to develop a marketing programme through advertising, promotions and other means. The aim was to provide shoppers with a new brand experience. The leasing teams also had a plan to help explain how the improvements would benefit the tenants.
.
Mr Woon believes retail tenants will pay more for space if they feel they are getting a quality product and that the mall is working for them in sales and brand representation. "Without such workable concepts, tenants will go elsewhere," he said.
.
Another feather on Immortal Design's cap is The Goodwood Park Hotel whose renovation was done last year. Immortal Design produced a plan to update the heritage hotel while maintaining the elegance associated with its 83-year history. It was a challenge to upgrade a structure with 235 rooms and suites, as well as five food-and-beverage outlets.
.
Argentine-born architect Ernesto Bedmar redesigned the interior. He took his cue from existing architectural details, which were then used to create most guest-related items. A corporate font was also chosen to standardise all applications.
.
Various collaterals and amenities set the hotel's classic ambience in a contemporary environment. A holistic approach to the details and colours of all the print materials and even to the staff uniforms ensured that they all "spoke the same language."
.
Mr Woon describes the Goodwood Park Hotel's renovation as a "transformation into a grand dame of style for the 21st Century. The brand update is classic yet contemporary and places the hotel in a timeless tradition."

Copyright: (C)MediaCorp Press Ltd 2006