Daisan Brand Identity
Daisan is a 27.39-hectare Japanese-style township in the heart of Tangerang New City, Indonesia. In this project, I worked alongside two Creative Designers and a Marketing Communication Specialist to create a strong brand identity and marketing collaterals for Daisan.
Role: Creative Designer
When: June 2020
Duration: 3 months
Daisan Team
Creative Designer 1 - me
Creative Designer 2 - Kevin Christian
Lead Creative Designer - Dian Kumalasari
Marketing Communication Specialist - Muthia Karina
Starting from Scratch
When we started the project, it had no name, so our first approach is to find the perfect name for SwanCity’s 3rd development project in Indonesia. Our task of finding the perfect brand identity for this project started by learning about the vision of this project and researching their target audiences.
Here is a list of things that we know about this project:
It is SwanCity’s third development project in Indonesia
It is a Japanese-themed township
Their target audience is mainly young new couples who are looking for an affordable housing in the sub-urban area.
After working tirelessly and implementing feedback from our client, our team came up with the name Daisan. “Daisan” in Japanese means “the third”. In this case, Daisan represents the third phase of SwanCity’s Masterplan in Indonesia.
Logo design by Dian Kumalasari
Color
Color palette plays a crucial part in maintaining brand identity. After careful consideration, we chose the color Brunette Brown as Daisan’s primary color. Brown is seen as being stable, reliable, and approachable—perhaps because of its earthy quality. This color suits Daisan really well because brown represents nature, one of its strong selling points. Combined with the simple strokes on the logo, this color could bring modern yet elegant feeling to the brand.
Deliverables
Once the logo and colors are set, I moved on to the next step, which is creating print deliverables. Some print deliverables that I designed are business card, DL envelope, C4 envelope, letterhead, flyer, and banner.
Desktop & Mobile Website
With Daisan’s full website still under construction, I was tasked to create a teaser website to give a brief introduction about Daisan for their virtual launching event.
This teaser website is designed for potential buyers to get information about the available clusters and houses at Daisan.
What I Learned
This project provided me with my very first experience working with a real estate developer. I learned a lot about creating marketing strategy for a real estate development.
This is also my first experience working remotely due to the pandemic. My team and I had daily check in meetings to make sure that everyone in the team are on the same page. Starting from the very beginning, I made sure to listen to what the client was looking for. My team and I always made time to debrief after the weekly meetings with client to carefully interpret their feedback.