KLCC
Evolving a national icon into a progressive partner and a vibrant city pulse
This project was delivered as part of my work at Prophet. The project was developed by the design & strategy team in both HK and SG. The content presented here reflects my personal contribution and learning within that collaborative context.
Project Type
Transformation & rebranding
Year
2023-24
Origin
Malaysia
Client / Collaborator
KLCC Property Holdings Berhad
Role
Brand Designer
KLCC is the physical and emotional centre of Kuala Lumpur, yet the brand faced a disconnect between its corporate identity and the lived experience of its visitors. While the group managed world-class assets like the PETRONAS Twin Towers, the brand architecture was siloed, making it difficult for the public to navigate the full breadth of the destination. This project was a journey of strategic reunification. We sought to modernise the corporate entity to reflect its future as a sustainable solutions provider while creating KLCC+ as a customer-centric platform designed to drive footfall and foster deeper community connections.
BRAND STRATEGY
The strategic foundation was built upon the concept of redefining excellence. We moved the corporate group away from the traditional image of property management and towards the identity of a progressive partner that enriches lives through sustainable innovation. This internal shift provided the baseline for the external destination brand, KLCC+. The plus symbol was designed to represent the extra value visitors find within the precinct, promising a place where people can see more and feel more. By aligning the corporate anchor with a lively destination pulse, we created a brand story that is grounded in reliability but soaring with new possibilities for leisure, business, and culture.
VISUAL IDENTITY
Transforming this strategy into a visual language required a delicate balance between honouring a legendary heritage and injecting modern vitality. For the corporate identity, the original logo was reimagined into a new mark named The Link. While the previous iteration featured two separate elements, they were merged into a singular, unified oval shape to represent a more cohesive future. These overlapping links symbolise the synergy between the group’s diverse entities and the seamless connection between established heritage and new solutions. To retain the brand’s historical weight, I updated the original Corporate Blue and Park Green with richer, deeper hues. This adjustment provides a fresh, high-fidelity feel while ensuring the community maintains a sense of continuity rather than feeling distanced by the change.
In contrast, the destination branding for KLCC+ takes a more daring and high-contrast direction. The visual system employs a playful typographic approach to represent the city’s rhythm, moving away from the formal precision of the corporate side. While the parent brand focuses on architectural strength and professional excellence, the KLCC+ identity is built for movement. By using a dynamic layout system and immersive photography, the design captures the raw energy of people interacting with the space. This ensures that while a business partner recognises the group’s stability, a weekend visitor connects with the destination’s soul.
RESULT & LEARNING
The project successfully established a unified brand architecture that allows the group to lead with authority while giving the destination the freedom to be welcoming and vibrant. Navigating the rebranding of a national icon taught me the importance of the legacy thread. I learned that the most effective way to modernise a brand is not to erase its past, but to refine its most recognisable elements until they resonate with the energy of the future. This project stands as a testament to how design can bridge the gap between corporate rigour and human connection.
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