- Brand Building
- Design
- Strategy
Citic Pacific Properties
Urban Synergy
Brand refresh for a creator of new city hubs
CITIC Pacific Properties (CPP) has developed a wide portfolio of commercial, residential and hospitality properties across China. With the growing demand for smart and sustainable buildings, high-quality built environments, humanistic design touches and lifestyle experience, CPP now puts increased focus on boutique, mixed-use developments in major China cities.
SR was commissioned to refresh the CPP brand and create synergies with its parent company, CITIC Group.
THE VISION
Distilling ‘uniqueness’ and ‘refinement’ as the core of CPP’s development strategy, CPP is characterised by its visionary and bespoke planning to foster sustainable, vibrant urban communities across China.
CPP is shaping the future of cities by unleashing their potential and creating lasting value. This vision is captured in the new slogan “Build to Inspire”.
CPP energises communities and inspires their lifestyle through developments, landscaping, and planning, integrating residential, commercial, retail and leisure spaces. Aside from refining the brand logo, we introduced a palette of brand colours fusing energy and maturity to create a premium feel.
CULTURE FIRST
To launch the updated brand strategy and visual identity, we helped to guide CCP’s culture to promote internal alignment around the brand’s core values. A corporate brochure and video showcased the CPP portfolio to communicate its brand purpose to wider, diverse audiences supported by consistent communications across online and offline channels.
We also crafted guiding principles to ensure a consistent visual tone across people-focused, cityscape and conceptual imagery. Messaging is blended with the cityscape imagery, providing a visual metaphor for the integration of dynamic perspectives in CPP’s developments.
LEADING BY EXAMPLE
As one of the key businesses of CITIC, it is CPP’s strength to be well supported by the strong upstream resources and investment as well as downstream services within the Group. Externally and internally, CPP set an example of leveraging and reinforcing the Group’s brand essence of ‘integration’ and ‘togetherness’.
To guide the subsidiaries of CPP for consistent brand messaging and visual communications, we defined a clear brand architecture for CPP, and provided guidelines for coherent asset updates throughout the organisation.
