Case Study: SC Asset builds a clearer, more unified brand identity with Pentagram

SC Asset unifies its brand voice across languages with Pentagram

SC Asset, a leading residential property developer in Thailand, faced a challenge as its sophisticated customer base required a clearer and more cohesive brand expression. The company was also frequently mistaken for a financial services firm. To address this, SC Asset partnered with design consultancy Pentagram to create a new brand identity.

Pentagram's solution was a streamlined new identity centered on the simplified name 'SC'. The design included a symbolic typographic logo inspired by a flower's kernel, a refreshed color palette with desaturated orange and sunrise tones, and a bespoke Thai typeface to unify the brand's voice across languages. The result was an enduring and versatile visual identity with patterns and illustrations that allow the brand to feel both playful and refined, successfully differentiating SC Asset in the property market and providing a cohesive toolkit for its future growth.

SC Asset