The Martins team decided against a name change but created a new corporate identity and visual language. They positioned the property as a tranquil oasis amid the hustle and bustle of one of the world’s great cities with the sophisticated grittiness of Paris or Florence.
The primarily Chinese audience began to take notice and when elegant, leather-bound books instead of brochures began appearing on their desks, the enquiries for penthouse suites began to roll in. At the other end of the scale, but no less important was the growing student market and communications had to be tailor-made to meet their needs and aspirations without diverging from the brand positioning.
From a nearly stalled start, sales took off and Convesso Concavo attained the success it so richly deserved. Needless to say, client Lendlease was delighted with the results.