Hoban Construction is refreshing its HOBAN SUMMIT residential brand for the first time in seven years and introducing a premium line, HOBAN SUMMIT Edition, as builders intensify competition over high-end brands in bidding for urban redevelopment projects. The company aims to strengthen its brand to win more orders in prime locations in Seoul and the surrounding metropolitan area and to push into the premium housing market.
Hoban Construction said on the 13th that it has redefined the brand philosophy and design system of HOBAN SUMMIT and unveiled a new brand identity and slogan. The company launched Hoban Summit Place in 2010 and reorganized the brand as HOBAN SUMMIT in 2019, making this the first renewal in seven years.
The new slogan is "Where Life Grows," which the company describes as organic housing whose value grows the longer residents live there. Hoban said it has reinterpreted the home not simply as a place to live but as a space that reflects individual tastes and lifestyles and accumulates everyday experiences. Based on that, the company set out three core values: a space that carefully understands life, inspiration that opens up life's possibilities, and value that deepens along with life. The brand design was also changed, with the new English logo arranging different curves and rhythms in harmony to express diverse ways of living.
At the center of the renewal is the premium HOBAN SUMMIT Edition line. Built on the concept of a summit within the city that embraces nature, it will use restrained materials and design to offer differentiated living spaces. It will be applied for the first time to Wirye Commercial Block 9, which is scheduled for presale in December. The names of community facilities within complexes will also change. Standard HOBAN SUMMIT complexes will use Club H, while the premium HOBAN SUMMIT Edition will use The Lounge.
Hoban Construction plans to roll out the new brand identity and brand system gradually, starting with new complexes. From this month, it will also begin marketing the revamped brand through television advertising and other channels.
"This brand renewal newly establishes the direction of HOBAN SUMMIT, that the value of housing grows along with changing lives," an official at Hoban Construction said. "Based on our strengthened brand competitiveness, we will expand orders in prime locations in Seoul and the rest of the metropolitan area and broaden our position in the premium housing market."