SK VIEW
(Brand Repositioning)
2008
Overview
This was a comprehensive brand repositioning project designed to move beyond the outdated image of the former brand HOMAX and dramatically strengthen SK Construction’s competitiveness in the residential market. It redefined the company from a construction-focused builder into a lifestyle creator shaping the urban landscape, serving as a decisive game changer that rapidly elevated its market position.
Naming & Concept
The core philosophy, “Urban Aesthetics,” expanded the value of housing from interior spaces to outward views of the city. The name “SK VIEW” expresses the idea of owning the city skyline through one’s window. Supported by the slogan “The City Is Beautiful” and a distinctive Brand Identity Program (BIP), the brand introduced visual experience as a new value benchmark in a function-driven housing market.
Launching & Promotion Strategy
By emphasizing views and aesthetics in a standardized apartment market, the brand implemented a differentiated communication strategy that quickly reshaped consumer perception. This emotionally driven yet systematically managed identity significantly increased brand equity in a short period of time, and stands as a powerful marketing success that propelled SK Construction’s housing business into a successful new growth phase.
BRAND & IDENTITY CREDITS
Client / SK Construction
Brand Strategy & Concept / DESIGN NETWORK
Brand Naming / DESIGN NETWORK
CI & BI Design / DESIGN NETWORK
Basic & Application Design System / DESIGN NETWORK
Brand Launch / DESIGN NETWORK
Brand Launch Campaign / DESIGN NETWORK
SK VIEW
(Brand Repositioning)
2008
Overview
This was a comprehensive brand repositioning project designed to move beyond the outdated image of the former brand HOMAX and dramatically strengthen SK Construction’s competitiveness in the residential market. It redefined the company from a construction-focused builder into a lifestyle creator shaping the urban landscape, serving as a decisive game changer that rapidly elevated its market position.
Naming & Concept
The core philosophy, “Urban Aesthetics,” expanded the value of housing from interior spaces to outward views of the city. The name “SK VIEW” expresses the idea of owning the city skyline through one’s window. Supported by the slogan “The City Is Beautiful” and a distinctive Brand Identity Program (BIP), the brand introduced visual experience as a new value benchmark in a function-driven housing market.
Launching & Promotion Strategy
By emphasizing views and aesthetics in a standardized apartment market, the brand implemented a differentiated communication strategy that quickly reshaped consumer perception. This emotionally driven yet systematically managed identity significantly increased brand equity in a short period of time, and stands as a powerful marketing success that propelled SK Construction’s housing business into a successful new growth phase.
BRAND & IDENTITY CREDITS
Client / SK Construction
Brand Strategy & Concept / DESIGN NETWORK
Brand Naming / DESIGN NETWORK
CI & BI Design / DESIGN NETWORK
Basic & Application Design System / DESIGN NETWORK
Brand Launch / DESIGN NETWORK
Brand Launch Campaign / DESIGN NETWORK
