Brand Positioning & Copy Narrative:

LSQ is a master-planned community designed for individuals seeking growth, opportunity, and adventure. Positioned as a vibrant space, LSQ promises more—more room, more opportunities, and more experiences. It appeals to those eager to live authentically, fostering both personal and community development. The brand’s voice reflects its forward-thinking ethos, emphasizing dynamic evolution.

Creative Rationale:

LSQ evolved from the former Lansing Square business park, rebranded with a bold, modern identity. The simplified name, LSQ, combined with the grand feel of PP Formula Extended Bold typography, conveys ambition. The “plus” symbol connects key statements like “more living + possibilities” and “more business + pleasure,” reflecting LSQ’s all-encompassing offerings. A cohesive color

scheme—white for residences, blue for offices, green for parks, and orange for retail—supports the community’s progressive narrative.

Cohesive Brand & Communication:

The “Always More” narrative drives communication across all platforms. Dynamic typography and the plus symbol are consistently applied, while campaign imagery and models align with LSQ’s core

brand image. The high-concept video further immersed audiences in LSQ’s four core offerings—residential, business, parks, and recreation—without relying on traditional location shots.

Standing Out in the Market:

LSQ’s macro-focused branding distinguishes it from competitors, emphasizing the entire community rather than just its residential component. With its bold design, immersive visuals, and forward

messaging, LSQ stands out in a crowded market.

Video Concept & Strategy:

The LSQ video, a stylized “fashion film,” highlighted the “always more” theme through immersive 3D worlds. It captivated viewers with its conceptual approach, reinforcing LSQ’s promise of luxury and

lifestyle.

Brand Extensions:

The masterplan’s dynamic branding facilitated the creation of LSQ2’s identity, leveraging core elements from the master-brand while introducing distinct features. LSQ2 presents a fresh, cohesive chapter of the community for prospective buyers.

LSQ Coffee Table Book:

The LSQ coffee table book, gifted to purchasers, became a unique industry touchpoint. Celebrated by stakeholders and visitors alike, it serves as a lasting memento of the LSQ brand experience.

Impact & Results:

The LSQ campaigns, executed in Teaser, Preview, and Now Selling phases, drove strong engagement, boosting registrations and sales. The use of motion graphics, social media, broker content, and paid advertising contributed to the campaign’s success.