THE 'THINK DESIGN' SJR PRIMECORP CAMPAIGN
SJR Primecorp is a new division of the 4-decade old SJR Group, focussed on niche properties. Properties with a key difference. We helped develop the design ethos of the group with the square ideology - 4 squares representing key elements, reflected - in part - in the logo, also designed by us. The 4 elements include - community interaction, social responsibility, environmental sensitivity and the individual quality of life. All of this can be made possible only through functional and aesthetic design. This core philosophy gave rise to the 'THINK DESIGN' campaign to introduce and register the SJR Primecorp brand. The SJR Group has never really had any kind of brand building activity and while its perception is mid-end, the Primecorp brand is more niche and premium, and will ultimately play across a large bandwidth. In a market as mature as it is today, having good, clear image is everything. The idea of positioning the brand on 'design' - more architectural in nature - and not anything conventional to the construction or real estate activites, was a conscious decision. And judging by audits - a correct one too!