Daewoo E&C officially announced on the 22nd that it has fully renewed its high-end apartment brand 'Prugio Summit' into the newly branded 'SUMMIT' after 11 years.
Daewoo E&C explained that this renewal goes beyond a simple brand identity (BI) design change, marking the start of an 'high-end 2.0 era' that has restructured everything from the high-end brand philosophy to the design system, communication methods, and quality standards.
The existing brand name 'Prugio Summit' has been refined to a single name, 'SUMMIT.' A new symbol representing this has been introduced as well. This strategy aims to enhance brand symbolism in the luxury housing market while building a unique brand identity for SUMMIT.
Through this renewal, Daewoo E&C has redefined SUMMIT not just as a luxury housing brand, but as a monument symbolizing customer achievements. The brand philosophy defined as 'The Monument of Aspiration' suggests that the Summit brand is a symbol of peak customer achievement. The newly introduced brand symbol is a monogram created by combining the initial letters 'M' and 'A' of the brand philosophy, allowing for a distinct SUMMIT identity from Daewoo E&C.
Focusing on the core demands of customers consuming high-end brands, three key values were established to guide the brand: ▲ depth of originality ▲ influential presence ▲ pursuit of excellence.
In particular, to establish the uniqueness of Daewoo E&C Summit as its brand identity, the design concept for the brand, including planning, products, services, and various communications, has been defined as 'Modern Koreaness.' This modern Korean design has been implemented since 2016 in Daewoo E&C's housing culture center Summit Gallery. The strategy aims to differentiate from other brands that blindly pursue Westernization and create a luxury and quality that embodies a modern interpretation of Korean beauty, establishing rarity and symbolism in the high-end market.
To maintain a consistent brand identity across various projects involving SUMMIT, the design guides will also be renewed and upgraded.
Daewoo E&C further emphasized the brand strength of Summit that has most faithfully fulfilled its promises to clients with the keyword 'craftsmanship,' and has raised the standards for applying the brand to ensure its rarity in the market.
A representative of Daewoo E&C stated that 'we will express Daewoo E&C Summit's uniqueness through modern Korean aesthetics, aiming to become the most powerful living space recognized for excellence by customers and achieve a comparative advantage as a brand.'
An experiential marketing initiative called 'SENSE OF SUMMIT' will also be launched to effectively communicate the new brand philosophy of SUMMIT to customers in the high-end market. Brand content expressing the theme of 'Monument' through sound, scent, and media art will be available on the Summit brand website and social networking services (SNS).
The brand's original soundtrack, 'The Monument SUMMIT,' is an album consisting of 13 songs that express the feelings of achievements made alongside customers' lives through music. It can be enjoyed on all global music streaming services such as Melon, YouTube Music, and Spotify. Also introduced is Summit's signature scent, 'THE MONUMENT,' which combines eucalyptus, orchid, and pine scents to express the journey of achievement.
Daewoo E&C will also hold a media art competition using artificial intelligence (AI) to convey the newly transformed Summit brand philosophy through abstract media art. The four winning entries will be shared with the public through the Summit Gallery and SNS, and will be used in media signage, community spaces, and common areas applicable to the Summit PJ.