How do you live intentionally?
RHK Land, a distinguished alliance of global property developers Hong Kong Land and Robinsons Land, posed this question.
Launching the impressive second tower of its anchor development, The Velaris Residences, RHK Land tasked Design For Tomorrow to reposition the property in the overcrowded and highly competitive premium market.
This striking new vertical village of smartly conceived homes in Bridgetowne, Pasig, needed a reinvigorated tone of voice to reframe its evolving story.
Expanding on the brand identity assets and crafting an elegant and refined visual direction were employed. We were also entrusted to deliver a sophisticated and comprehensive set of value propositions. The Velaris story needed to strike a calibrated balance between subtle confidence and expressiveness. It had to speak in the familiar language of affluent home seekers acclimated to elevated experiences.
Working closely and collaboratively with RHK Land leaders and the marketing principals at Hong Kong Land, we set to redefine the brand’s fundamental strategy. The process became a delightful revelation of what makes The Velaris Residences North Tower unique.
A Discerning Life, Unfolding
The exotic magnificence of Sahasrara padma, or the Lotus of a Thousand Petals, evokes allure and wonder. As the symbol of ultimate spiritual enlightenment, the Thousand Petals is often visually depicted as an expanding mandala, unfolding endlessly into an ever-expanding state of universal, supreme consciousness. Setting the stage for a brand that continuously reveals itself, the Velaris Residences North Tower becomes A Tale of Revelations.
Underpinned by the rarity and revelatory phenomenon of A Thousand Petals, the Velaris Residences North Tower story is now crafted to embody the brand’s sensorial and experiential aspirations. We precisely layered this story with the core ethos of Robinsons-Hong Kong Land on ‘intentionality,’ which resulted in the explorations of craftsmanship, symmetry, sophisticated beauty, intrigue, and wonder. Our graphic language expands on the initial V, creating geometric patterns that reveal the intricacies of a life centered on intentional living. A tasteful tone of Velaris gold and the luxurious deep green complemented by earthy hues extended the visual language with warmth and humanity.
Crafted for Lasting Moments
Devising a verbal and visual language that induces a particular emotion, we also harnessed the multisensorial significance of scent, power, and memory. We wanted to personify a sense of timeless craftsmanship and visual refinement. Inspired by the masterful chiaroscuro of Vermeer paintings, we sought to bring the richness of the technique to sophisticated modern photography.
In a specially commissioned photo shoot for the property, we focused on dignity, intimacy, tactility, polished details, and a graceful, sleek vibe that make all the difference – the ribbed texture on the walls, the whiskey glass on the table, a couch revealed by the rays of the sun – the handcrafted nuances that articulate the vision of The Velaris North Tower to tangible reality.
An Invitation to Elevation
The idea of “life, revealed” thus became the cornerstone of The Velaris Residences North Tower’s verbal identity. We wrote a copy based on this essence conveyed throughout the property’s advertisements. We also enlivened this language style to the script for the film, which we storyboarded and delivered for production by another agency.
Bespoke illustrations evoking the lifestyle were used for the marketing collaterals.
| We conceptualized a short film – from storyboard to copywriting – which our friends from RHK passed on to production house OneMotion to bring to life. |
Where Details Unfold
Completing our strategy, creative direction, design, and brand execution deliveries, we shared The Velaris North Tower brand story through marketing collaterals like brochures, merchandising and promotional tokens, sales environment applications, and multiple advertisements throughout the Metro. Design For Tomorrow finally wrote, art directed, and designed the property’s coffee table book, a definitive and sumptuous window into The Velaris North Tower’s rarefied world.
Inquire about The Velaris Residences here.
ROUEN ABEL RAZ
General Manager, RHK Land Corporation
Client The Velaris Residences Industry Real Estate, Property Development Discipline Branding, Design Location Philippines
Creative Heads Ric Gindap, Bonnapart Galeng Strategy Director Pris Javier Creative Director Bonnapart Galeng Art Directors Rashina Tuazon, Israel Contreras, Patricia Ibañez Senior Designers Ma Cecilia Inocencio, Mikaela Torres Junior Designer Dale Philip Rodriguez Account Manager Bernadette Lindres Account Associate Cessmarie Villones Interns Jhon Tungcab & Claire Hernandez Collaborators (Illustrations) RD Daniel (Environment Design) Kervin Pasco
Photoshoot Production Credits
Creative Managers Rashina Tuazon, Israel Contreras, Patricia Ibañez, Bonnapart Galeng, & Ric Gindap
Shoot Managers Cessmarie Villones & Bernadette Lindres Photographer Jake Verzosa
Stylist Ryuji Shiomitsu Set Design PJ Almera of Studio Almera
Hair & Makeup John Anthony Guttierez Models Patricia Alvarez of Farah Models and Giovanni Guerrero Clients RHK Land: Rouen Abel Raz, Martha Herrera-Subido & Angel Kyll Vynnz Trinidad
Post-Production Credits
Founder & Creative Director Rebecca van Ommen of Paper Boat Creative Account Executive Joshua Visbal Account Manager Alexa Martinez
