Bangkok, Thailand
Real Estate
Brand positioning and culture
Naming strategy
Copywriting
Over 90% occupancy prior to the project’s completion
QUO worked with Gaysorn Property on the brand development of its luxurious condominium project situated in the heart of Bangkok’s vibrant entertainment district, Thonglor. Despite a fluctuating economic landscape, TELA successfully secured over 90% occupancy prior to the project’s completion.
QUO’s strategy team was tasked with forming a brand that would stay true to Gaysorn’s vision, provide a unique property that fits within the Thonglor neighbourhood, but also evolve the definition of a luxury property in the Bangkok market.
The result was the creation of a distinct and highly aspirational brand inspired by the cultural and artistic beat of Thong Lo’s neighbourhood, shaped by Gaysorn and brought to life by its residents in their own distinct ways.
The Thong Lo residence also required a name that would directly articulate its positioning in the market. A name that would stand out from the crowd, balance the dynamic vibe of Thong Lo with the luxury finesse of Gaysorn, and talk to the target owner and their desire for sophistication, artistry and distinction. It also had to be linguistically in tune with Gaysorn Property’s current names, Domus and Mode.
‘TELA’ was created by our editorial team. Meaning ‘canvas’ in Italian, the name is easy to pronounce and to remember and speaks strongly to the brand essence of curated living and the brand trait of fresh artistry.
