Embark on the strategic journey of real estate brand strategy with Labbrand, as they collaborate with Shui On Land in the development of SHUI ON WORKX. Shui On Land, established in 2004, is the flagship property company of Shui On Group in Mainland China. Headquartered in Shanghai, Shui On Land aspires to be the leading commercial property developer, owner, and asset manager in China. Explore the partnership between Labbrand and Shui On Land, unraveling the intricacies of brand strategy in the dynamic real estate landscape.
In 2019, Shui On Land strategically transformed its office businesses, previously confined to traditional office rental and lacking a distinct brand identity. Anticipating the evolving workspace landscape, Shui On Land was determined to establish an office segment distinct from its traditional offerings. This marked a crucial shift as Shui On Land launched its innovative office segment in 2019, complete with unique brand positioning and a distinctive brand verbal solution crafted by Labbrand. This proactive move highlights Shui On Land’s commitment to adapting to the changing dynamics of the workspace environment and underscores the significance of a comprehensive brand strategy.
This project is a strong candidate for Best Strategic and Creative Development of a New Brand because the joint force of brand strategy and distinctive brand verbal identity helped Shui On WORK deviate from traditional workspace practices and enable the brand to nudge its way to become a one-of-kind office business segment.
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.
In a strategic move to elevate the brand, one of the standout aspects of this project involved reimagining “WORKX” as a replicable business model, emphasizing the importance of a comprehensive brand strategy. In Chinese, “WORKX” is expressed as 超维办公 [chāo wéi bàn gōng], signifying a workspace that generates value across 7 distinct dimensions: space, service, resource, development, culture, digitalization, and product. These dimensions are intricately interconnected, forming the core value of “WORKX” and establishing a standardized benchmark for future replication. This approach aligns with Shui On Land’s commitment to strategic brand development and innovation.
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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