Doosan Construction Develops 'We’ve·Zenith' Brand Patterns... "Differentiating Identity"

by Roh Kyungjo

Published 24 Jun.2024 16:56(KST)

Doosan Construction has recently been redefining the five keywords of We've to showcase its unique identity through various efforts. As part of this, on the 24th, the company announced that it has developed patterns incorporating the brand identities (BI) of Doosan Construction's We've and Zenith brands and completed the design registration.

Patterning Process of Doosan Engineering & Construction's 'We’ve' and 'Zenith' Brands / Image Courtesy of Doosan Engineering & Construction

The pattern of We've was created with the meaning of weaving the five keywords like threads to create a unique residential culture for We've. It embodies the 'W' of We've and completes the pattern by repeatedly weaving it.

The pattern of Zenith, the premium residential brand, symbolizes the landscape of complexes shining in the city, linked like a chain to convey the value of the luxurious residential culture that people dream of. It embodies the 'Z' of Zenith and similarly links it like a chain to form the pattern.

These two patterns will be applied to the gates, exterior walls, and pilotis of apartment complexes to be built in the future. This is a strategy to provide residents with a 'space of joy (Live)' through differentiated spaces among the five keywords of We've. It will also enhance residents' pride by making We've and Zenith recognizable even from a distance. The patterns will be reflected not only on buildings but also on the company's brochures, trophies, and decorations from the golf tournament held last April.

A Doosan Construction official said, "We have organized and are operating a 'brand council' and a 'differentiation council' to create differentiation unique to We've," adding, "We will continue to do our best to provide differentiated products exclusive to Doosan Construction."