The objective of the brand identity is to effectively communicate the ethos of Uumang and catering to a wide range of demographics, considering the scale of the business. It involved reconciling all the touch points and devising a brand identity system that is flexible & recognizable.

The foremost consideration is the scope of the different locations - their nature and culture - and expressing their uniqueness. This is addressed through the visual device of a window; a window that symbolizes the unique vistas to behold and experiences to be lived at each of the locations.

The visual device of the window allows us to showcase the full range of uniqueness of the locations by being adaptable to contain visuals specific to each location.

One of the main elements of the extended brand identity are the window elements, which are derived from the logo, can be used to frame photo, video & text content. The frame makes any content immediately recognizable.

The tree elements derived from the logo can be used as a pattern as an additional graphic element to further reinforce brand recognition. Textures are also an important element of the brand. Tactile and visual textures gives a natural feeling.

The visual identity of the brand was devised to serve all touch points of the brand across 12 locations with unique local cultures which included on-site signage, stationery, uniforms, room accessories, social media, website and promotional material for print.