A Dynamic Place Branding Solution for Vietnam's Iconic Township Development
Developed by Meyland, a core business of Tan A Dai Thanh Corporation, Meyhomes Capital Phu Quoc is a 265-hectare urban development located in the heart of Vietnam’s most celebrated island. With its ambitious scale and integrated components—spanning residential, hospitality, commercial, healthcare, and education—the project presented a rare opportunity: to shape not just a destination, but an entirely new island city brand.
To move beyond a conventional real estate project, Meyhomes Capital Phu Quoc needed a compelling placebrand that could encapsulate its diversity, vibrancy, and long-term potential. The goal was to communicate a lifestyle offering that blended the purity of island living with the energy of a modern urban centre.
Defining the Identity of an Island City
SR positioned the brand around the promise of life in harmony with nature—within a thriving, future-ready community. The narrative focused on an emerging downtown core that offered both vibrancy and serenity, framing Meyhomes Capital Phu Quoc as a unique urban-island lifestyle. A dynamic identity system reflected the development’s four interconnected zones, expressing a sense of place that is both integrated and full of possibility.
Activating the Brand with Clarity and Reach
To bring the brand to life, a strategic communication framework guided by inclusivity and clarity was developed. A phased implementation plan engaged diverse audiences across residential, investor, and public sectors—each campaign anchored in tailored content and activities. Unified by one cohesive story, the brand now speaks to the future of Phu Quoc as not just an island, but a city of life, connection, and opportunity.
