INTRO
Ashwin Sheth Group, on the cusp of significant growth and expansion, partnered with chlorophyll to redefine its brand identity. Celebrating 38 years in real estate with notable achievements, ASG aimed to align its brand with its ambitious future. chlorophyll’s strategic six-step process, blending inside-out and outside-in phases, ensured the new brand identity authentically reflected ASG’s essence and customer aspirations.
Our research uncovered a profound insight: in today’s world true luxury isn’t just about offerings, but about being heard and understood! Ashwin Sheth Group’s, 38 years of ongoing commitment to gain deep contextual understanding resonated perfectly with this modern aspiration.
The outcome was a distinctive ideantity™ and the tagline “Our world reflects your world,” highlighting ASG’s commitment to its stakeholders and future vision.
About Ashwin Sheth Group
Ashwin Sheth Group, founded in 1986, has solidified its position as a prominent real estate developer in India and Dubai. Renowned for its innovative designs and forward-thinking approach, the company has left an indelible mark on the landscape with over 82+ luxury projects globally.
Notable landmarks like Viviana Mall in Thane, Iris Bay in Dubai, BeauMonde and Cnergy in Prabhadevi, and Montana in Mulund stand as testaments to the group’s commitment to excellence. Partnering with top consultants in architecture, design, engineering, and construction, Ashwin Sheth Group consistently delivers value to its customers.
Project Details
Ashwin Sheth Group stands at an inflexion point of growth!
Ashwin Sheth Group, celebrating its 38th anniversary, has achieved remarkable milestones, including a sales revenue of ₹1486 crore in the FY23-24—a threefold increase compared to FY22-23.
The group is set to expand its business portfolio in the MMR region and venturing into Bangalore, Delhi (NCR), Hyderabad, Chennai, and Goa. With significant investments planned in sustainability and green initiatives, and an IPO on the horizon in the next 18-24 months, ASG recognized the need for a brand evolution that mirrors its future ambitions.
Choosing the Right Branding Partner
After a rigorous multi-agency pitch, ASG selected chlorophyll
for its comprehensive and strategic approach to branding.
As India’s leading end-to-end brand consultancy, chlorophyll stood out for its ability to blend strategic insight with creative excellence.
The Branding Process: Inside-Out and Outside-In
chlorophyll immersed ASG in its unique six-step process, a collaborative journey of discovery that bridges the gap between brand identity and brand expression. The process began with the Inside-Out phase, where chlorophyll engaged with ASG’s top management to uncover the brand’s unchanging essence.
This was followed by an Outside-In qualitative research phase, gathering insights from customers and influencers to identify the brand’s strengths.
Outcome: A Reflective Brand Identity
The culmination of this intensive process is a new, differentiated customer proposition, embodied in ASG’s new brand identity. The new logo, featuring the letters ‘A’ and ‘S’, symbolizes ASG’s commitment to crafting spaces that reflect the worlds of its stakeholders.
The tagline, “Our world reflects your world”, elegantly conveys ASG’s dedication to understanding and fulfilling the desires, needs, and aspirations of its customers.