Brand Book 6.12-compressed

Spaces, Inspired.

Brand Guide.



Contents. 1 3. The Boustead Properties Voice 15
2 16
1. The Boustead Properties Story 3 3.1. Verbal Identity 17
4 3.2. Tone of Voice
1.1 Our Story 5 3.3. Writing Guide
1.2. Brand Soul 6
1.3. Brand Purpose 7
1.4. Brand Vision
1.5. Brand Mission 8
1.6. Brand Promise 9
1.7. Brand Values 10
1.8. Brand Positioning 11
1.9. Brand Tagline 12
13
2. The Boustead Properties Identity 14

2.1. Visual Identity
2.2. Brand Logo
2.3. Primary Colours
2.4. Complementary Colours
2.5. Typography
2.6. Photography Guide & Moodboard
2.7. Basic Elements Overview

02

ONE.

The Boustead
Properties
Story

03

THE BOUSTEAD PROPERTIES STORY

Our Story

Building The Future This brand guide will be your open door to understand the structure of
Of A Well-Established Boustead Properties Berhad and what it should stand for.
Brand Begins Here
Formed in 1996, Boustead Properties Berhad involves three different core
activities - Property development, property management and investment, as well as
hotel operations. The property segment alone has brought about award-winning
developments from the Mutiara Collection, township of Mutiara Damansara in
Petaling Jaya, Malaysia’s first pedestrianised shopping mall - the Curve, the office in
the heart of KL - Menara Boustead, to the luxurious 5-star hotel - Royal Chulan. As
we raise more developments, we stay true to ‘Bijau’ which means Boustead Goes
Hijau, that propels us towards a sustainable living and lifestyle while being the
benchmark against ESG.

Branding is our way of demonstrating the one quality that businesses often forget
should be priority in making a difference in people’s lives - the humanity. It helps
connect us with people who are interested in who we are and what we sell and
ultimately gaining higher conversions on our
marketing efforts.

So take a moment and get familiar as we take you on a journey through
Boustead Properties Berhad.

04

THE BOUSTEAD PROPERTIES STORY

Brand Soul

Being Recognised At the core of it all, our brand soul is spaceology where we aim to be the master of
Comes Easy When Your spaces who embrace technology. While other developers have already begun using
Brand’s some form of technology in their projects, none of them have the same level of
Embodiment Is Done leverage, synergy, and opportunities we do because of our strength and resources as
With Passion a Group. As expert Spaceologists, our employees carry the same 3 attitudes
throughout which are:

• Tech-savvy: Thinking, creating, and building with this attitude so the most suited
technologies are used for every step in our business

• Visionary - The guide that helps us find the best path to our common goals

• Creative - Creating ideas and projects that are out of the box

These attitudes are our guiding principles in creating a brand signature that
customers automatically recognise whenever they are in one of our spaces.

05

THE BOUSTEAD PROPERTIES STORY

Brand Purpose

Brands That Move Closely tied to our brand soul -spaceology, we wake up every day to create spaces
With A Motive, Move that apply intelligent use of technology to positively impact the lives that exist in
Towards A Better our spaces.
Future
So our reason for existence became simple. To create beautiful spaces via smart
design and technology.

The future of spaces is now and we are spearheading it to the right direction
where we want to challenge the mindset of the people in having spaces that have
more possibilities than you could imagine. In short, we want to leave the world a
better place than when we found it through truly differentiated products.

06

THE BOUSTEAD PROPERTIES STORY

Brand Vision

Your Brand’s What we want to be doing?
Success Story Starts
With The Right Creating smart spaces now!
Guidance To The
Future This is how we differentiate ourselves from our competitors where we bring
smart spaces of the future to life today. Simple, succinct and crystal clear, this is
the vision that ensures we equip our spaces with the right and best technology,
making it a key driver for everything we do and believe in.

07

THE BOUSTEAD PROPERTIES STORY

Brand Mission

How do we get By building smart spaces that:
there? Deliver convenience via technology
Elevate communities’ quality of life
Synergise Group strengths
Integrate flexibility in thoughtful design
Generate value over lifetimes, and
Nurture every stakeholder

D.E.S.I.G.N. is our action plan and our core focus as a team working together
to achieve our goal.

08

THE BOUSTEAD PROPERTIES STORY

Brand Promise

Our Pledge To You Enriching lifestyles through functional aspects like design and technology - that’s
our promise to you. We do not just deliver homes, offices and shopping malls, we
provide the powerful emotional benefit of enriched lives.

We promise our customers a better and more fulfilling life when they choose to live,
work, and play within our spaces. Each space is created with meaning and purpose
while placing you at the center of it all.

• Residences - Healthy, wholesome lifestyles that foster connection, growth and
safety

• Offices - Foster collaboration, excellence, prosperity and opportunity

• Malls - Where people meet to connect, create memories and enrich their lives

09

THE BOUSTEAD PROPERTIES STORY

Brand Values

A Brand’s Principles Is Our 3 brand values ensure we honour our customers, work, environment,
The Support System To stakeholders and also ourselves.
Reach Goals
Creativity
We’re creative in how we design and build our spaces, incorporating the
latest technologies to create environments where people can thrive. We are
also creative in how we acquire and serve our customers, in how we make
decisions and solve problems.

Integrity
Our integrity goes beyond operating honestly. It is a value we hold as the
center of our intention as we create, operate, and manage our different
areas of business. We empower each employee to act with integrity as it
shows in the way they work, collaborate, communicate, and serve our
customers, partners, and each other.

Innovation
We attract potential customers to our spaces via exciting experiences and
novel ways to interact with our brand. Our innovations shines through our
spaces that incorporate smart technologies which provide the ultimate
conveniences, amazing experiences, and positive effects for our customers,
communities, and the environment.

10

THE BOUSTEAD PROPERTIES STORY

Brand Positioning

A Well-Placed Brand The Pioneer Of Smart Spaces
Emits An
Unforgettable We are more than just a real estate player and creator that provides you with
Presence the basic needs and desires. Boustead Properties Berhad is a master planner
that enriches people’s lives whilst going above and beyond in bringing the
future to the present.

From retailing and space-shopping via digital devices to transforming delivery
services and providing better senior-assisted living, we believe that there’s no
limit to what we can create and innovate to make the quality of life better for
everyone.

11

THE BOUSTEAD PROPERTIES STORY

Brand Tagline

A Good Quote Gets Spaces, inspired.
People To Know You,
A Great Quote Gets It’s simple yet it serves as an appealing, emotive offer to our customers. We
People To explore how we can inspire lives, connection, growth, emotion, joy and so much
Remember You more within each space to deliver so much more than just four walls and a roof.

These two words are all that’s needed to perfectly sum up our functional product
as well as our implied promise of an inspired life for our 3 different mediums:

• Residences - We inspire connection and family memories by
designing our spaces to encourage this.

• Offices - We inspire collaboration, ideas and innovation by designing
work environments that foster inspiration.

• Malls - We design our lifestyle spaces to encourage ease of foot
traffic throughout the mall, creating opportunities for our retail clients
and joy for our mall visitors.

12

TWO.

The Boustead
Properties
Identity

13

THE BOUSTEAD PROPERTIES IDENTITY

Visual Identity

What’s in this Covers the elements we use to create our image. It is a powerful tool to influence
section: the way people think about us.

14

THE BOUSTEAD PROPERTIES IDENTITY

Brand Logo

What’s in this section: Boustead Properties logo

Main Brand Logo Full Colour On Light Background

Full Colour Logo

One Colour On Light Background

Inverse Colour On Dark Background

Brandmark Wordmark

15

THE BOUSTEAD PROPERTIES IDENTITY

Brand Logo

What’s in this section: Boustead Properties logo

Brand Logo With Tagline Full Colour On Light Background

Full Colour Logo

Spaces, Inspired.

One Colour On Light Background

Spaces, Inspired. Spaces, Inspired.

Inverse Colour On Dark Background

Brandmark Wordmark Spaces, Inspired. 16

THE BOUSTEAD PROPERTIES IDENTITY

Brand Logo

What’s in this section: Boustead Properties logo
Breathing Space

1/2x 1/2x 1/2x 1/2x 1/2x 1/2x
X 1/2x
X X
1/2x
Spaces, Inspired.

1/2x 1/2x 1/2x 1/2x

Half of the height of the symbol B (1/2x) is the minimum clear space between the Boustead logo and application edges
(Figure A)

17

THE BOUSTEAD PROPERTIES IDENTITY

Primary Colours

What’s in this section: Primary colour palette for all forms of publications

C: 94 M:0 Y:43 K:0 C: 0 M:0 Y:0 K:0
R:0 G:159 B:160 R:255 G:255 B:255
#009FA0
#FFFFFF

18

THE BOUSTEAD PROPERTIES IDENTITY

Complementary Colours

What’s in this section: Complementary or auxiliary colours to support the
main palette for special applications such as promotions, product
highlights, festive greetings or more

C: 0 M:22 Y:79 K:0 C: 0 M:36 Y:80 K:4 C: 1 M:48 Y:0 K:39
R:255 G:198 B:54 R:244 G:156 B:48 R:154 G:80 B:155

#FFC636 #F49C30 #9A509B

19

THE BOUSTEAD PROPERTIES IDENTITY

Typography

What’s in this section: Typography is a key element to communicate a unified
personality for Boustead Properties

Primary Typeface Secondary Typeface

Palatino Family Frutiger

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

20

THE BOUSTEAD PROPERTIES IDENTITY

Photography Guide &
Moodboard

What’s in this section: General visual guide for photography
Architecture

21

THE BOUSTEAD PROPERTIES IDENTITY

Photography Guide &
Moodboard

What’s in this section: General visual guide for photography
Lifestyle

22

THE BOUSTEAD PROPERTIES IDENTITY

Photography Guide &
Moodboard

What’s in this section: General visual guide for photography
Scenery/Scenic

23

THREE.

The Boustead
Properties
Voice

24

THE BOUSTEAD PROPERTIES VOICE

Verbal Identity

Knowing Your Brand Is Here will be our guide to how we talk and sound. When it comes to the world
Articulating It Well of property development, the same words, jargon, and terms are constantly
used throughout and there is almost no escaping it.

People tend to take these kind of brands as just companies which sell properties
and physical valuables that people live, work, and play in. As much as we voice
with a professional tone, we also believe in balancing it by expressing ourselves
in a more community-driven way. Yes, we sell spaces professionally, but we
want you to know that our spaces are here for your convenience and to
improve your quality of life while being tailored specifically for you. This is how
we remain authentic by properly defining our tone and manner.

25

THE BOUSTEAD PROPERTIES VOICE

Tone of Voice

Building What We While words can’t be seen, they are vital in conveying and painting a picture
Believe In Through of us as a brand and the human values behind us that we want to portray to
Words connect with everybody. Hence, we believe in a tone of voice that is a sweet
balance between appearing firm and professional, and being socially
approachable to all.

Stability, Integrity, Reputable
We want you to know that we are a brand that you can rely on, who upholds
the highest level of honesty and moral values in everything we do. We are a
brand that can be trusted and we make sure every step and decision done is
executed professionally.

Approachability, Cheerfulness, Vibrance
While being professional is a must, we are the brand that you know you can
talk to who puts your happiness and satisfaction as priority. We voice a brand
that ensures each and every space we create is a happy space made for you.

26

THE BOUSTEAD PROPERTIES VOICE

Writting Guide

Using The Right Words A good piece of writing should be like a good conversation between close
Is Easier Said Than Writ- friends. While it might look good on paper, it might not sound as good when
ten voiced out so always remember to read out what you write aloud and suddenly,
everything is conveyed better. Here are some extra tips that we practice in
making what we write good to all.

• Avoid overused buzzwords and keep it simple and understandable
• Keep your target demographics in mind and speak to them
• Highlight the best features as early as you can
• Use numbers where appropriate to establish trust in facts
• Keep it short for easier digestion

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Spaces, Inspired.