Genting XinTianDi.

Celebrating a new township at the mid-hills of an iconic mountain, with a brand identity system that scales progressively for the next 10 years of development.

Aset Kayamas Group and Genting Group joined forces for the first time in a groundbreaking venture to develop a visionary township set to redefine the landscape of Genting Highlands. Genting Xintiandi represents one of the largest and most complex developments launched by Aset Kayamas. The primary objectives were to establish a master concept and create sub-brands that appealed to the mass market with a fun and accessible image. Differentiating this project from competitors, who lacked a distinctive colour palette, was crucial. To meet these objectives,we developed a comprehensive master plan level branding strategy that unified the development’s various components through a fresh, elemental concept. We also created a thematic series of brands and a vibrant naming structure, combining colours with natural elements such as RedEarth and BlackSand.