Chiu Teng Group
How does a well-established property development group known since 1999 as a developer and constructor of reliable good class properties, particularly in the industrial and commercial sector, continue to sustain growth in a competitive landscape?
For this purpose, Concept Lab Communications’ team had a series of internal engagement sessions to delve into refining the vision of the then 15-year-old Chiu Teng Group.
The result was a brand persona that would ultimately be an inspiration for their customers, while building with people’s needs in minds.
Being cognisant of this need had enabled the Group to successfully provide the Small and Medium Enterprise market with customised spatial products catering to their evolving business needs, as well as, designing and developing projects with great functional living residences and commercial spaces with recreational relevance.
Smart. Precise. High Quality
These three quality marks have underscored all successful projects for the Chiu Teng Group. We wanted to the refreshed brand mark to embrace these quality marks. We set out to re-calculate the angles required for 3 proportionate quadrilaterals and used a central axle-like visual element in the final rendition of the brand identity.
The refreshed logo is a distinctive symbol for the Group’s transformation in its brand positioning – the new brand persona moved the Chiu Teng Group from being known as property developers to being branded as creative industrial space developers. The refreshed logo also serves to reflect the heart of all Chiu Teng Group’s developments defined by smart designs, precision and quality construction.
Concept Lab Communications was commissioned to conceptualise, design and execute an integrated communications campaign involving above-the-line (ATL), below-the-line (BTL), ambient advertising and stakeholder engagement for Chui Teng Group’s latest commercial asset, CT Hub2.
Our campaign concept and designs were endorsed and produced across numerous platforms from national newspaper ads to packaging, wall murals, and even vehicle livery.
Chiu Teng Group extended our services for an out-of-the-ordinary industrial launch in the Thomson precinct. This was a unique freehold light industrial development featuring 128 units augmented with a wide range of recreational facilities – an absolute chillax and modern place for work and enjoyment. Over the launch campaign and subsequent promotional efforts, we ensured consistency in applying the new brand identity across print advertisements, property centric collaterals including marketing brochure, flyers and larger-than-life ambient advertising within as well as outside the showrooms to help draw in the crowds for sales conversion.
Over a six-month long launch campaign, we ensured consistency in applying the new brand identity across print advertisements, property centric collaterals including marketing brochure, flyers and larger-than-life ambient advertising within as well as outside the showrooms to help draw in the crowds.
Other strategic communique like the corporate website were newly conceptualised and developed new corporate literature.
More Dynamic Moves
For maximum exposure, we made use of the newly operating CT Hub Shuttle Bus Service to promote two floors of retail space. Targeting both residents and workers in the Kallang neighbourhood, we printed flyers with monthly deals and presented to targeted stakeholders together with the free shuttle bus service routes and timing information, boosting average footfall to CT Hub and CT Hub2.
Website Design (UX/UI)
Photography and Digital Imaging