GuocoLand Case Study
Introduction
GuocoLand Malaysia is a subsidiary of the prominent Hong Kong-based conglomerate, Guoco Group Limited, and is a highly respected property developer with a long history of delivering innovative and high-quality projects. Since its establishment in 1967, GuocoLand Malaysia has developed a variety of residential, commercial, and mixed-use projects that cater to the evolving needs of the local market.
Over the course of four decades, the company has established itself as a trusted developer, reflecting its commitment to sustainability, innovation, and community-building in all of its projects. Each project is thoughtfully designed to enhance the lives of residents and contribute to the overall well-being of the community, reflecting the company's values and priorities.
Challenges
GuocoLand recognises the importance of having a strong and consistent brand identity across its social media channels. However, due to a lack of clear guidelines and multiple agency partnerships, the brand has suffered from inconsistencies and incoherence in terms of logo placement, image selection, typography, style choices, and messaging.
To tackle these issues, GuocoLand has partnered with us, Alexander Bernard Advertising, as the main brand custodian. Our tasks include refreshing their identity, colour palette, style, and design to ensure communications consistency across all social channels.
Solutions
To kick start our initiative, we sought to first understand the company's origins. Despite recognising the powerful backing of Hong Leong Group, the parent company of GuocoLand's property arm, we understood that GuocoLand's commitment to excellence goes beyond its impressive foundation. The company constantly strives to go above and beyond, building towards a better future and delivering quality products with superior design concepts.
To convey this commitment and passion for excellence, we adopted a dynamic approach that utilised high-quality materials, lighting, and perfectly composed shots. All social media post designs incorporated the signature curve of the GuocoLand logo to solidify this identity.
In order to strengthen the brand's focus on precision and excellence as well, we deliberately chose elegant serif fonts that radiated sophistication and refinement. Additionally, we crafted clear and concise messaging that emphasised the brand's core values. This messaging not only reflected the brand's values but also made it easy for customers to understand and connect with the brand.
Ultimately, our initiative aimed to showcase GuocoLand's commitment to delivering quality products and superior design concepts, while establishing the company as a premier brand in the industry.
The Work
The Impact
GuocoLand Malaysia has achieved impressive results by implementing a cohesive and consistent brand communication strategy. One notable outcome is the increased interest of their target audience in the projects showcased, as evidenced by a 23% increase in in-box messages with requests for more information on projects posted on their social channels.
The success of GuocoLand Malaysia's brand communication strategy is further demonstrated by the increased engagement on their social channels, including a noticeable uptick in the number of followers. This growth has been achieved without relying on contests or giveaways, indicating that the brand's standalone on-brand posts are resonating with both new and existing fans.
By consistently communicating their newly focused messaging and delivering on their promises, GuocoLand Malaysia is now better positioned to establish a strong emotional connection with their audience, as well as maintain its upward trajectory.