Bringing Brands to Life: Inside IMAJEN’s Approach to Brand Strategy

IMAJEN is a premium branding agency based in Kuala Lumpur that specializes in property developments. Our forte lies in branding strategy, as we believe this is the crucial foundation of every project we take on. Beyond that, we also offer creative solutions such as creative visual design, 3D visualization, video production, creative writing and multimedia content, each one a vital tool to support and enhance the overarching brand strategy.

IMAJEN was founded by three partners: Evon, with 15 years of experience in branding, and Aaron and Alex, who co-founded their 3D visualization company 18 years ago. In 2022, we decided to merge our expertise under one roof, giving birth to IMAJEN. Specializing in curating brand stories and creating compelling 3D visuals, we have evolved into a full-service branding consultant, capable of managing the entire brand narrative from planning stage to final delivery.

Aetas Seputeh is one of our highest-profile projects and holds a special place in our hearts, as we’ve been involved in shaping the Aetas brand since day one. Being part of the entire brand journey and having influence over every touchpoint allowed us to showcase our creativity to its fullest potential.

Winning this award is a significant recognition of our branding expertise, creativity, dedication, and teamwork. To receive a world-renowned award makes it even more meaningful, marking a strong start as we work towards carving a global presence.

With a strong emphasis on brand aspiration and thoughtful strategy, we crafted an outstanding brand story that sets Aetas Seputeh apart from its competitors. Supported by compelling visuals and meticulous attention to detail, we successfully elevated the Aetas Seputeh brand, resulting in a strong sales response in a short period of time.

We always believe that there is a purpose to every brand - a market gap to be filled. We are very diligent in market research, diving deep into consumer behaviour and finding that market gap. We realized that there aren't many premium properties in Malaysia with an emphasis on thoughtfulness and craftsmanship. So this became our guiding inspiration.

This award represents recognition not only for us, but also for smaller creative agencies like ours. It’s a platform to showcase our unique creativity on an international stage, highlighting the impact and potential of independent agencies.

We did more than just think about “what we can do” for the brand, and approached it in a way that prompts “what can the target audience experience or enjoy” from this. Whether it’s the craftsmanship and the little inclusive details, the thoughts behind the aesthetic, or the story of the brand’s journey - we connected with more authentic aspects that we felt would make a positive difference.

To bring out the authenticity of the project and better showcase the brand aspirations, we proposed a real lifestyle photoshoot and complementary videography.

Since it was the client's first time receiving such a proposal, they had concerns about the budget and ROI. We addressed this by presenting a solid storyboard that resonated with the target audience, demonstrating the value of the investment.

In the end, the client appreciated the outcome a lot, and the videos garnered high viewership, proving the approach was well worth it.

We hope this recognition extends to our clients and industry peers, inspiring them to see us as a step above, and further appreciate our creativity and expertise. We also hope this brings us closer to new opportunities and collaborations.

Looking ahead, we are excited to connect with new collaborations and opportunities, and eventually expand into the international market - the latter of which we believe will bring us closer to our goal of becoming the go-to premium branding consultancy.

Our clients were all thrilled by our achievement, especially those from the winning projects. They’re eager to celebrate this milestone with us and look forward to more collaborations in the future.

To thrive in any industry, you require discipline, purpose, and a lot of grit. After all, nothing worth having comes easily. Inspiration, or waiting for inspiration, is fleeting - so you need to actively dedicate yourself to new solutions, new ideas, new mindsets - no matter how odd they may seem at first. And when you lead by purpose, everything else falls in naturally.

For us, we set a very clear goal: to achieve internationally-renowned recognition 2 years ahead, and began prepping for that. We took on projects where we saw great potential in helping us attain this goal, and like in everything we do, gave it our best. Of course, you also need to have confidence in what you do and what your work can achieve.

Technology and inclusivity have been the greatest catalysts for change in the industry over the past couple of years. AI has become a useful tool in supporting creatives and delivering projects in a quicker, more efficient manner.

The industry is also slowly loosening its hold on traditional values with its creatives, focusing on more empathy and diversity in order to grow. We see these as positive and inevitable changes in the industry, and we hope that while we are able to keep up with the rapid advancements of the modern world, that at the heart of it all, we remain unapologetically authentic.

You won’t know the outcome until you try. Taking leaps of faith is a part of both personal and professional growth. If the project you wish to submit is something you believe in wholeheartedly, take that leap, rather than remaining at the sidelines thinking “what if”.

Surround yourself with people who are smarter than you and never stop learning. Try to engage with people even from different backgrounds rather than staying in your own pool, you’d be surprised at what they can bring even to your industry.

No matter your field, you should always be open-minded and curious about any idea. There’s no telling what one small idea can evolve into. Be foolish, be hungry.

Our gratitude goes out to every person who worked on this project. At the end of the day, it is a team effort. This achievement wouldn’t have been possible if it wasn’t for the collective insights and talents of our teammates.

We would also like to thank our clients, for entrusting us with their project and showing support for what we do.

At the core of it all, thoughtful. We like to think that - not even just for these submitted projects but for all that we do - every story we tell, every identity we craft, is led by thoughtfulness and intention.

We’re currently overseeing projects with a shared vision, and are excited to announce even more award-winning works. As for goals we hope to take IMAJEN’s name internationally, and work on developments with a global profile.