Solution

Given the project's spiritual and religious nature, we had to understand the project not only logically, but intuitively. Our research phase took us to Myanmar to visit the project site, into meditation classes and ceremonies, and to multiple interviews across a wide spectrum of stakeholders. Our positioning for the brand, "Home of the Heart," is rooted in Mandarin, where characters for "heart," "shelter," and "return" encapsulate the brand core. From thereon, we created visual and spatial identities around the design concept of "No Design," where materials in its purest form aim to capture the essence of "being." This understanding of the brand's uniqueness matched immediately client expectations, and is currently being rolled out.