Proposed Brand Identities for City Developments Limited (CDL) Serviced Residences
Estate
Derived from the idea of the residences being a part of a grand and gracious estate. The estate lifestyle is about good living with every amenity close at hand. Residents are enveloped in comfort and rejuvenate within their sanctuary of calm in the city.
The Miller
A personable character derived from the word “Millennium”. Traditionally, a miller is a producer of grain. By reframing notion of The Miller as a provider in the hospitality realm. The name is timeless and easy to recall.
MW
Keeping with the system, M is paired with W, which is short for “World”. This translates into the promise of a full living experience. “My world is M World. Welcome to MW.”
ALTA
This means “high” in Latin, which is a root language. The stay experience in a fully-equipped apartment allows residents a high quality of life – they’ll be “high on life”, empowered to work, play and grow. Graphically and phonetically, ALTA is catchy and memorable.
