- Research and analysis of business goals, pain points, and target audience.
- Research on building and location history in order to create a compelling and engaging background history.
- Design and develop a unique online experience that aligns with Union Square's brand identity and that highlights the decadence and luxury values of the building.
Strategy To Achieve The Client's Goals
We meet with Union Square's team in order to know all the insights of the project, locate their pain points and define a list of achievable goals for the marketing strategy.
Their main goal was to promote the high-end image of the space and highlight the centric location of the building, in order to showcase the business and attract potential partners that want to lease a space.
One key pain point was the lack of content and the inability to portrait the desired image of the business to partners, due to the building being in an early renovation stage; which didn't allow to take or make good quality content that represent well the company.
Union Square Landing Page
After we assessed the project pain points and goals, we decided that a landing page will be a better solution for the client than a full website. With this option, we could ensure to deliver the final product faster during the renovation process of the building. The client can have an in-time online presence start promoting and attracting potential partners.
The landing page was utilized to focus the attention on key elements from the business. We highlighted the company vision and give the user a better understanding of the brand.
Design wise, we focused on creating a visual experience that highlighted the luxury image of the brand and the building features. We wanted to catch the attention of the user without jeopardizing the general performance of the site and user experience.
One of the challenges was to assemble a site that covers multiple sections with very different elements (content and graphics wise). To solve this we implemented a single section slide navigation. With this, we forced the users to navigate the site screen by screen - like the chapters of a story. An added bonus of this is to ensure that the user focuses only on the presented content.
By showing only one section at a time, we were able to create unique layouts and animations that highlighted the content for each section. At the same time, we had to make the sections look consistent. We linked the sections with a consistent color palette and color arrangements. We also utilized some repetitive graphics elements which worked as the unifying elements.
Union Square History
Union Square was being built on a landmark location with a rich historical and cultural background. We saw this as an opportunity to create a story around a renaissance scenario where the past meets the present.
We set on a quest to trace the full history of the location. Our research team did a thorough investigation. We collected information from city archives, libraries and historian files. From the Hôtel des Nations (first building erected on the location) around 1880s to the Eden Complex on 2010, we looked for every photo or testimonial available. With this compelling background, we could imbue the premium and high-end luxury image of the building with a rich story, adding more value to Union Square brand.
Mandarin Oriental Saigon Hotel
Besides being the first concept luxury shopping mall of Ho Chi Minh City, Union Square hosts the first 5-star hotel developed by Mandarin Oriental Hotel Group in Vietnam.
We had the task to create a section that showcases detail information about the partnership between the two brands and the key people involved with the creation of the hotel. For this, we created a slide modal section that provided the user with the necessary information, with this the client could add more information about the project on future stages.
Concept Luxury Shopping Mall
As a concept luxury shopping mall Union Square created each of their commercial floors with a unique theme (Luxury Lifestyle Brands Floor, Vietnam's Fine Arts & Craftmanship Floor, Contemporary & Trending Brands Floor, etc.). To create a unique aesthetic for each floor and kept the consistency of the overall layout, we created a design that listed each floor as an individual element. Each floor has its own detail section that was represented by images and color palette correlated to the concept.