Creating an Iconic Destination Brand for Vietnam’s Next Downtown
Empire City is a landmark 15-hectare development on the banks of the Saigon River, poised to become a defining element of the Thu Thiem regeneration programme. As a high-profile, mixed-use destination that blends residential, office, retail and hospitality, it is envisioned as the future heart of Ho Chi Minh City—a vibrant, modern lifestyle hub for Vietnam’s next generation.
Positioned at the heart of Thu Thiem’s transformation, Empire City needed a brand that could transcend traditional real estate narratives. The challenge was to craft a unified identity that captured the energy of a future-focused metropolis while accommodating the layered complexity of a large-scale, mixed-use development. The brand had to inspire broad audiences—residents, investors, and global partners—while maintaining cohesion across multiple phases, functions, and experiences.
Capturing the Spirit of a Metropolis in Motion
SR crafted a bold brand identity that captured the pulse of a dynamic new downtown. Inspired by movement, connectivity, and urban sophistication, the logo features four horizontal bars—subtly forming the letters ‘E’ and ‘C’—representing the development’s four core components: residential, office, retail, and hospitality. The distinctive teal hue echoes the project’s prime location along the Saigon River, anchoring the brand in place and purpose.
From Collateral to Community: A Holistic Brand Journey
A suite of compelling marketing collaterals supported each development phase—Tilia, Linden, and Cove—while bespoke branded merchandise, immersive sales galleries, and a designed basement experience delivered a cohesive and memorable brand journey. To extend engagement beyond physical spaces, a community app was introduced, offering residents a seamless digital touchpoint with the Empire City lifestyle.
Empire City now stands as a cohesive, iconic brand experience—one that reflects the energy of its location, the ambition of its vision, and the lifestyle promise of Vietnam’s most anticipated downtown development.
