In May 2020, Shui On Land, the flagship property company of the Hong Kong-based Shui On Group launched, SHUI ON WORKX (瑞安办公 [ruì ān bàn gōng]), the innovative workspace brand under its office segment. Labbrand is proud to have partnered with Shui On Land on brand innovation strategy and brand verbal solutions behind the development of SHUI ON WORKX.
Unlike traditional real-estates that follow conservative growth patterns, Shui On Land anticipated the future of workspaces and created a diversified workspace ecosystem—SHUI ON WORKX.
The creation of SHUI ON WORKX is exceptional. As an office brand, SHUI ON WORKX goes above and beyond simple space rental, providing tenants with engaged high-performance workspace integrated with diversified services. SHUI ON WORKX carries different lines of offices catered for distinctive classes of properties under Shui On Land.
Through 11 months of in-depth workshops and systematic working steps, Labbrand delivered strong brand strategy, created a distinctive brand verbal solution, and defined a replicable business model which falls under its unique brand concept WORKX (超维办公 [chāo wéi bàn gōng]).
Labbrand defined the points of differentiation precisely for SHUI ON WORKX, positioning the brand as An Energy Field to Create Extraordinary (一个创造不凡的能量场 [yī gè chuàng zào bù fán de néng liàng chǎng]).
Based on this new brand position, Labbrand successfully built a distinctive and all-encompassing verbal system for SHUI ON WORKX in both English and Chinese, including brand name, verbal icon, brand story, brand architecture, and module naming system.
The English brand name SHUI ON WORKX is simple yet memorable. While “WORK” being self-explanatory, the letter “X” adds a bit oomph to the name: X exudes a sense of being futuristic and high-tech driven, which is what SHUI ON WORKX strives to be. The shape of the letter “X” perfectly symbolizes the agile integrated ecosystem SHUI ON WORKX has built across the intricate workspace.
For the Chinese brand name, Labbrand arrived at 瑞安办公 [ruì ān ban gōng]. Being short and straightforward, the Chinese name carries the elements of the well-known brand name from Shui On Land (瑞安地产 [ruì ān dì chǎn]) among the Chinese consumers.
One of the highlights of this project is the conceptualization of “WORKX”, turning it into a replicable business model for future brand development. WORKX, in Chinese as 超维办公 [chāo wéi bàn gōng], meaning a workspace that creates value in 7 different dimensions including space, service, resource, development, culture, digitalization and product. Every dimension is associated with each other and together the 7 dimensions shaped the core value of “WORKX”, making the concept a standardized benchmark for replication.
The joint force of SHUI ON WORKX’s distinctive brand verbal identity and brand strategy helped the brand substantially deviate from traditional workspace practices, and enables the brand to nudge its way to a one-of-kind workspace. Labbrand is pleased to witness the evolution of this endeavor and proud to be part of this innovative journey.
Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.
Established in 2004 and listed on the Hong Kong Stock Exchange in October 2006, Shui On Land (Stock code: 272) is Shui On Group’s flagship property company in Mainland China. Headquartered in Shanghai, Shui On Land aims to be a leading commercial property focused developer, owner and asset manager in China.
It has been a truly rewarding 11-month journey. We started from building the Office brand under Shui On Land and together we defined the new Office business model with China Xintiandi Team. The unique brand idea WORKX 超维办公 [chāo wéi bàn gōng] has been a superb communication concept to truly stand out from the current market with solid strategic positioning behind along with a whole verbal system specially designed
Senior Verbal Strategy Consultant at Labbrand
Ever since 2016, Shui On Land has been rolling out a series of market plans including light-asset transformation, reserves increase, asset management enhancement, etc. And one of the initiatives is to launch our own Office brand which is highly different from current market players, either the traditional office type or co-working spaces. We are glad to fully collaborate with Labbrand team from 2018 and finally land on a great total solution. They have been a highly trusted and reliable partner along the whole journey.
Deputy Commercial Director, Office Business & INNO KIC at Shui On Land and China Xintiandi
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