Setia Unveils a Visionary Brand Rededication in Celebration of its Golden Jubilee

Marking its 50th anniversary, Setia has adopted the theme of “Shaping Spaces That Shape Us All,” along with a refreshed visual identity in a bid to showcase the Group’s commitment to developing homes and thoughtful spaces that embody the Live, Learn, Work, Play for its customers, Citizen Setia.

Developed by newly appointed creative partner Naga DDB Tribal, the refreshed brand narrative and visual identity were unveiled during Setia’s golden jubilee celebration at the Setia City Convention Centre (SCCC) within the vibrant Setia Alam township.

Marking 50 transformative years, the celebration introduces a revitalised commitment under the theme “Shaping Spaces That Shape Us All,” highlighted by the unique #SetiaQubies – life-sized cubes symbolising Setia’s pledge to craft living spaces that enrich the essence of Live, Learn, Work, Play for its customers and the broader community.

At the launch, Setia’s CEO Datuk Choong Kai Wai expressed, “For 50 years, we’ve been pioneers in building lively communities, driven by our ‘LiveLearnWorkPlay’ development philosophy. Today, we reaffirm our commitment to these values, aiming to inspire and create spaces that resonate with beauty and purpose.

We’re especially proud of our initiatives like Setia’s eGreen Living and the innovative Green Switch, emphasising our dedication to sustainable living.”

“Our purpose to build great communities has driven us for the past 50 years and will remain at the core of everything we do. This milestone gives us the perfect opportunity to show our purchasers, Citizen Setia, how much we appreciate their continuous support and trust,” he further added.

A Vision for the Future: Beyond 50 Years

Christinne Lim, Setia’s Chief Commercial Officer, reiterated the need for a cohesive brand narrative that not only reflects the Group’s past achievements but also sets a clear and inspiring vision for the future.

“Our new brand narrative and visual identity signify our ambition to continue shaping, inspiring, and producing well-designed spaces for future generations.”

Naga DDB Tribal: Crafting a Distinctive Brand Narrative

“People connect with brands for what they stand for. After 50 years, we don’t just want people to know that Setia has been around for a while; we want people to know what we stand for and represent,” said Alex Goh, Chief Strategy Officer at Naga DDB Tribal. “Our task was to define the brand’s beliefs that Setia has been faithful to for the past 50 years and articulate a vision for the future.”

“Data shows us that we spend about 385,000 hours (or 24,000 days) of our lifetime in just three spaces: home, education, and office. Our future is influenced by how we spend our time today, and our time is influenced by the spaces we’re in.” Alex explained.

This insight is at the heart of our campaign proposition: Shaping Spaces That Shape Us All. Naga DDB Tribal’s approach moves beyond the typical functional excellence narrative prevalent in the property development category.

Instead, the focus is on emotive storytelling, highlighting the significance of spaces in key moments of people’s lives. The campaign underscores that spaces are more than just places—they are feelings and experiences that shape our future.

The Brand Visual Identity: A Reflection of Strength and Possibility

Inspired by the existing SETIA logo, the brand visual identity incorporates blue, symbolising integrity, perseverance, and loyalty—values central to Setia’s commitment to teamwork, and customer dedication.

Meanwhile, the vibrant red diamond represents the Group’s strength and prosperity. By transforming the 2D red diamond into a 3D isometric space, it enriches the existing visual identity and reflects Setia’s innovations.

The cube serves as a blank canvas for inspiration and growth, representing possibility and housing visual metaphors of hope, growth, bonds, and development. It signifies that the spaces Setia shapes inspire better living, which in turn shapes a better future for those who reside in Setia developments.

“Celebrating Spaces” Event on 21 July

The festivities commence with a “Celebrating Spaces” event, loaded with entertaining activities and a lineup of top musical talents. The event, set to light up the Oval Lawn at SCCC in Setia Alam from 5.00 pm to 9.30 pm this Sunday, 21 July 2024, promises an evening of unforgettable memories.

Hosted by the dynamic duo Baki Zainal and Nadia Hasnan, attendees will be treated to stellar performances by rock legends Dato’ Awie and Ella, alongside Danny Boy, DiDi, and friends.

The event also includes a variety of engaging activities such as art and craft sessions at the Artisan Bazaar, ESG workshops, a colouring competition, and delicious refreshments.

Featured prominently at the event will be the #SetiaQubies on Wheels, offering a host of interactive experiences for everyone. In celebration of this 50-year journey, Setia is also rolling out exclusive promotions for its customers.

Additionally, the Group’s annual #Setia4Malaysia unity run is set to take the stage in Johor, a much-anticipated sports-themed mega event, with more surprises on the horizon.