Pentagram / IMC OctaveMessaging Strategy
IMC Octave is the real-estate arm of IMC Group, a family-run Chinese conglomeration that began in 1949 as a shipping company. Led by visionary brothers Calvin and Fred Tsao, IMC Octave aims to “balance agrarian and urban societies” with a series of built environments that manage China’s rapid urban growth through ideals of wellness, nature, interpersonal dynamics, and self-actualization. To bring the ideological foundation of IMC Octave to life for a breadth of consumer audiences, I created a messaging strategy and framework to serve as the basis of the company’s brand and marketing communications. The work was completed in collaboration with Pentagram NY as part of a larger brand identity engagement.