Doosan Engineering & Construction Co. said on the 25th that it published three brand books to mark the 25th anniversary of the launch of its residential brand We've, organizing the philosophy the brand has upheld and its future direction.
Launched in 2001, We've has developed its brand identity with a focus on residential value essential to customers' daily lives, even amid changing market conditions. Marking the 25th anniversary, it systematically organized its accumulated brand asset.
The brand books comprise three volumes: ◇ corporations PR (public relations) book ◇ We've brand book ◇ The Zenith brand book. Doosan Engineering & Construction Co. organized the brand's orientation and the corporations message through this project to use them consistently across field operations, sales, and customer communications. Across all three volumes, it reflected Doosan Engineering & Construction Co.'s core message, "Better World, Better Future," and incorporated the brand's orientation into the production process as well, such as by using recycled paper for the brand books.
The corporations PR book used images symbolizing major business achievements—such as supertall landmarks (including Haeundae Doosan We've The Zenith) and rail infrastructure (including the Shinbundang Line)—to intuitively convey its business capabilities. It also organized its business areas in the order of dwellings, construction, civil engineering, and energy so readers can grasp Doosan Engineering & Construction Co.'s main execution domains at a glance. Through this, customers and stakeholders can easily understand Doosan Engineering & Construction Co.'s business portfolio and execution capabilities.
The We've brand book unfolds the brand story based on five core keywords—Have, Live, Love, Save, and Solve—and visualizes We've's unique differentiators with illustrations by organizing 65 technologies. In terms of design, it creatively expresses the square, We've's symbol, to make the brand feel more three-dimensional, and in the essentials insert, it conveys the core values intuitively by capturing the meaning of each essential with concise illustrations.
It also translates We've's housing philosophy into spatial elements such as exterior, landscape, and community. It focuses on visual materials to show how the philosophy is realized through details like exterior design, landscape plans tailored to each complex's characteristics, walking paths and rest areas, and art installations, so readers can feel "life at We've" in the brand book.
The The Zenith brand book uses the logo's "column" motif to express the brand story with a Renaissance architectural motif, and organizes core elements that compose high-end housing—such as supertall construction capabilities, community, and landscape—centered on visual materials. It also presents the standard for the high-end housing The Zenith pursues by including product-specialized designs, real cases, and supertall specialized technologies.
In particular, The Zenith brand book includes direct interviews with three design masters who have carried out famous global projects around the world and participated in the Haeundae Doosan We've The Zenith project. Participating in the interviews were Scott Sarver (architecture), John L. Wong (landscape), and Michael J. Squarzini (structure), who organized the core principles confirmed at Haeundae Zenith and provided insights into the direction of high-end housing The Zenith will pursue going forward.
A Doosan Engineering & Construction Co. official said, "These brand books organize the stories of Doosan Engineering & Construction Co. and the brand so customers can more easily understand and feel the brand's value and Doosan Engineering & Construction Co.'s orientation," adding, "We will consistently use the corporations PR book, We've brand book, and The Zenith brand book across field operations, sales, and customer communications to enhance customer satisfaction and understanding."