[2022 Asia Construction Awards] Hanyang 'Sujain' Brand Complete Renewal, Strengthening Construction Mastery

Asia Economy Grand Prize - Brand Category

[Asia Economy Reporter Noh Kyung-jo] Hanyang, which received the Asia Economy Representative Award in the brand category this year, is solidifying its position as a prestigious construction company by strengthening the competitiveness of its housing brand 'Sujain,' launched in 2005.

Last year, under the slogan "Balance for your Life · Balance for a Better Daily Life," the Sujain brand was completely renewed. Not only was the brand identity (BI) changed, but the philosophy regarding the overall products and services was also redefined.

The naming embodies the values of 'Su (秀) - Technology (Smart)', 'Ja (自) - Environment (Eco)', and 'In (人) - People (People)'. Specifically, it aims to create residential spaces that ▲ make life more comfortable with smart housing technology (Smart Life) ▲ make your moments more beautiful by harmonizing with nature (Eco Space) ▲ enrich all stories of life together (People Story).

After the brand renewal, Hanyang proved the elevated status of Sujain by consecutively winning orders in the metropolitan area and major provincial cities. From October to December last year, it secured projects such as youth housing near Noryangjin Station in Dongjak-gu, Seoul, apartment projects in Eumnae-dong, Daejeon, street housing maintenance projects in Jowon-dong, Suwon, and Mia 1 district in Gangbuk-gu, Gyeonggi Province, apartment projects in Yeongjong, Incheon, and mixed-use residential-commercial projects in Jeonju Eco City.

This year, it won street housing maintenance projects in Hwagok-dong, Gangseo-gu; Hakgol, Incheon; and Hadaewon-dong, Seongnam, as well as a public-supported private rental housing project in Banggu-dong, Ulsan. Hanyang emphasized that not only the volume of orders increased but also portfolio diversification was achieved. They also judged that applying the Sujain brand to other residential products beyond apartments was effective.

Hanyang Sujain in Hanam Gamil, panoramic view
Photo by Hanyang

Hanyang's advancement can also be attributed to product enhancement such as the development of smart home services. In 2020, it first applied the advanced smart home service 'Sujain Smart Home 1.0' to Uijeongbu Gosan Sujain DSTIGE. Since last year, it has introduced 'Sujain Smart Home 2.0,' which strengthens Internet of Things (IoT) technology. Furthermore, in July this year, it launched the resident-exclusive mobile application 'Sujain Life,' which was applied to Hanam Gam-il Hanyang Sujain, where move-ins began this month.

A Hanyang official said, "Going forward, leveraging the strengthened Sujain brand power, we will actively participate not only in private contracting projects but also in proposals and public contests by local governments and urban corporations to enhance our business capabilities."