The River Thu Thiem

City Garden Thu Thiem
Creative Field
Brand Identity, Sales Gallery & Brand Strategy

Having acquired a line-one, riverfront plot in the up-and-coming Thu Thiem Ward of District 2, esteemed developer City Garden Thu Thiem saw an opportunity to elevate Ho Chi Minh City’s property market.

With a low-density boutique lifestyle concept that would incorporate the nature and service of City Garden while dialing up every other aspect of HCMC’s most popular residential development, PurpleAsia was brought on board to deliver the entire suite of collaterals, from Brand Strategy to Brand Video and everything in between.

Continuing our long-term partnership, our teams nurtured a mutual understanding of the project’s USPs – location, riverfront access, associated prestige, investment opportunity, and world-class livability – and communicated these aspects in a beautifully minimal yet elegant, high-contrast way. The fluidity of the river itself was a major inspiration in the design and language.

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