BASECREATIVE

City di Mare

Branding a whole new city from the ground up

Developed by one of Philippine’s largest land developers – Filinvest – City de Mare is a 300-hectare city within a city. With the gorgeous Eastern sea coast as the backdrop and a convenient, prime location being minutes away from Cebu city, Filinvest has transformed this piece of land into a cosmopolitan community with comprehensive facilities, ranging from the largest waterfront mall in Cebu City to BPO-ready office building and a diverse range of gourmet options, creating a complete and convenient haven for active families. For its completion, Base creative created an entire brand refreshment for City de Mare across every touch point, undertaking research, extracting insights, conceptualizing brand strategy, identity, guidelines, and finally marketing communications for the next premier residential, commercial, and economic center of Cebu City.

40%

Increase in sales

10

Executed across 10 touch points

5

Streamlined 5 different business units

What we did

Base Creative worked with Filinvest across the entire range of destination branding activities, from brand strategy to communication design. Informed by insights, we sought to rethink what city life is and could be, reviewing key livability and sustainability indicators from other cities. The resulting value proposition - “the lifestyle capital of Cebu” – unified the disparate developments on the site into a sustainable community under a common growth-driven identity, creating a unique and lively urban experience that engages prospective city-dwellers and visitors at every turn.

Research and Insights

Brand Strategy

Brand Identity

Marketing Communications

Brand Activation

Research and Insights

To create an identity that would resonate with the local market of Philippines while retaining a global appeal, we conducted a thorough audit based on City di Mare’s long-term sustainability and strategic plans, exploring the branding components of major capitals such as Sydney, Seattle, and Vancouver for comparison and locating key indicators that would affect the perceptions on qualities of living.

Using a mix of desktop research, analogue research, and digital analysis, we were able to understand several core components - Filinvest’s internal vision regarding City di Mare’s positioning, the local consumer mindset, market trends in residential living, as well as the property’s key points of attraction.

Research informed us as the alternate capital of Philippines with around 922,000 citizens, Cebu is an urbanized logistics hub that serves as an increasingly popular retirement and family community. As rent prices in Manila continue to grow, Cebu’s attraction as a city increases in parallel with average rental prices being 52.7% lower than Manila. Our insights then informed us that Cebu’s local population differed from that of Manila’s as consumers presented different characteristics, habits, and preferences. Using social listening, we determined that Cebu’s population reflected less conversation around luxury spending, brand names, and displays on wealth, and more conversations around lifestyle and quality components. Dissected, Cebu’s consumers consider 4 primary factors as the components to a “life of quality” – location, security, healthy living, and amenities.  

Brand Strategy

Prior to the branding exercise, City di Mare was a relatively nondescript township consisting of disparate developments of different natures with only Filinvest’s ownership in common. A coherent and clear brand architecture was needed for successful brand implementation.

After defining its brand architecture, we sought to create a brand identity that fully resonated with the consumer market. Firstly, we sought to strategize City di Mare as a ‘city,’ using relevant language that transformed this 50-hectare space into a self-contained community that extended beyond its initial construction of a residential community. From this, we highlighted on the insight that the ‘lifestyle’ component resonated most strongly with Cebu’s local population, which lead us to create the value proposition of “lifestyle capital of Cebu,” a statement that illuminates how City di Mare redefines and transforms the region, traditionally considered as a holiday getaway, to a lifestyle community.

To strengthen City di Mare’s image as a lifestyle capital, Base Creative built an extensive branding program, reflecting on the four components of location, security, healthy living, and amenities. We activated this program from the face and personality down to business cards and employee’s dress code, to project the development as comprising all the factors – location, security, healthy living, and amenities – which epitomize the ideal living community.
Informed by our brand strategy, we conceptualized the slogan, “Self-contained, low density lifestyle city.” We ultimately ensured all our marketing messages and designs reflected this and are applied in the broadest range of platforms – from advertising system to marketing collaterals to environmental applications, and presented as consistently as possible.With this, we helped them transform City di Mare from a conventional urban property development to a future-focused and sustainable community.

Brand Identity

In designing the brand’s look and feel, we wanted to create a logo that instantly communicated the city’s coastal location and serene atmosphere. We drew inspiration from the colors and shapes of City di Mare’s idyllic blue coastline, green spaces, and outdoor living to create the bold “C” logo that represents a full expression of the inspired elements. We translated much of the “lifestyle capital’ of City di Mare, further infusing it with clean, premium photography that showcases the city’s prime but affordable living appeal, creating a visually intriguing, vibrant and immediately recognizable brand identity.

Marketing Communications

Brand Activation

We activated the brand across each touch point, uniting the brand visually and textually to ensure that City di Mare’s new brand is perfectly aligned with the existing perceptions, creating a 1 year sustainability campaign that transforms the site into a living community and catalyzes a new beginning that suits the tastes of the contemporary global market. 

Web Development

Summary

City di Mare

40%

Increase in sales

10

Executed across 10 touch points

5

Streamlined 5 different business units

Brand Writing

Brand Identity

Marketing Communications

Brand Activation

Web Deveopment

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