Lumi Tropicana
Petaling Jaya
Malaysia
Light is central to the Lumi brand identity. It creates moods and tones. It highlights, showcases, and unveils. Applied in both the imagery and the visual style, by employing the creative use of light, we were able to entirely transform the way Lumi communicates. Drawing attention with character and personality, highlighting the uniqueness of the Lumi Tropicana offering, the Lumi campaign went with a non-conventional approach, connecting with an audience who want more than ordinary.
At the centre of the marketing assets, Soyon, the commissioned branding agency, envisioned a legacy book – a 150-page coffee table book weaving together the developer’s ethos and philosophy, the background of its architects, the neighbourhood, and the project’s design, architecture, facilities and amenities.
Books are synonymous with storytelling. They share knowledge. Document a legacy. Where magazines and brochures tend to feel transient and disposable, books feel durable. They speak of quality and longevity. A coffee table-style book provided an opportunity to tell the Lumi story in full, producing something concrete and long-lasting, something able to stand as testament to Thriven’s vision, well into the future.
Large books are weighty and complex. Many different elements are interwoven, coming together to produce the whole, and as such, every aspect is itself a custom job. Aerial photography, CG imagery, photoshoots with models, casting, styling, design, and of course telling the story. Everything is bespoke, made especially for the project. Putting it all together, Soyon looked to perfection. That’s where we at MA came in place! We worked in close collaboration with Soyon’s creative director, its planners, graphic designers, copywriters, and photographers to create all CG images for the book.