Marketing China’s Sun City from Brisbane

Brisbane-based Emcon Corporation, approached Ronin Marketing to help develop a corporate profile and branding for a development proposal to be presented to the Shandong Province government in China.

The brief for this huge self-contained development, which is the size of a small suburb and includes multiple high-rises, shopping district, offices, residences, parks and recreation facilities,  included an exhaustive amount of materials to be used to secure the success of the application with the Chinese.

This included developing a set of name options, with “Sun City” winning out, creating the Australian-flavoured, Opera House-inspired logo and visual branding, layout, stationery, graphic design and development of the presentation itself, and the customised creation of leather-bound proposals that were given to the relevant government representitives. Ronin Marketing also oversaw the conversion of all of these elements to Simplified Chinese.

The meetings were a huge success, with the Emcon team happily relaying that the Government officials were sold on the idea the second they laid eyes on the leather-bound maroon presentation folders and gold-leaf logos. Approvals were granted and the next stage commennced, with the subsequent architectural planning being undertaken by the firm responsible for Beijing’s famous “Bird’s Nest” stadium. We are proud of the role we played at the Brisbane end of this project and look forward to the future of this development as it progresses.