Malaysia – In celebration of its Golden Jubilee, Setia has partnered with Naga DDB Tribal to unveil a refreshed theme and visual identity, highlighting the group’s enduring commitment to developing homes and thoughtful spaces.
Created 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) in the vibrant Setia Alam township.
Marking 50 transformative years, Setia embraces the theme ‘Shaping Spaces That Shape Us All,’ aiming to infuse the principles of Live, Learn, Work, Play into the spaces it creates for its customers, Citizen Setia. This revitalised commitment is highlighted by the unique #SetiaQubies—life-sized cubes symbolising Setia’s pledge to craft living spaces that enrich these core principles for both its customers and the broader community.
To craft this distinctive brand narrative, Naga DDB Tribal goes beyond the typical functional excellence found in the property development sector. Instead, their approach focuses 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.
Alex Goh, chief strategy officer at Naga DDB Tribal, explained, “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. 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,” Goh added.
Setia’s new brand visual identity draws inspiration from its existing logo. The updated visual incorporates blue to symbolise integrity, perseverance, and loyalty—values central to Setia’s commitment to teamwork and customer dedication. Accompanying this is a vibrant red diamond, representing the Group’s strength and prosperity. By transforming the 2D red diamond into a 3D isometric space, the new visual identity is enriched, reflecting Setia’s innovative spirit.
The new visual identity also features a cube, serving as a blank canvas for inspiration and growth. Representing possibility, it houses visual metaphors of hope, bonds, and development, signifying that Setia’s spaces inspire better living and a brighter future for residents.
At the launch, Datuk Choong Kai Wai, CEO of Setia, 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.
Christinne Lim, chief commercial officer at Setia, also emphasised the importance of 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,” she explained.
