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/ Works

Sutera Nexen

Township of Smart Living

Scroll to the project overview

/ Overview

Sutera Nexen is Alam Sutera’s newest development with both residential and commercial area located in Balaraja, Tangerang aimed for the next generation of forward-thinkers and dream-chasers. Complemented with green area, swimming pool, playground, 3×3 basketball court, direct toll access, future MRT connection, and various smart technology features; this project is a special teamwork by Alam Sutera and Newman for the youngsters of Indonesia that long for a fun, modern, and smart living space as well as a profitable investment chance.

/ Client
PT Delta Mega Persada
/ Status
Completed — 2024
/ Discipline
Branding, Print, Signage
Opening animation: the Sutera Nexen logo and the words “New Age Living” on an animated pixel gradient.
Rendering of the Sutera Nexen entrance gate: a gabled timber-and-concrete roof over the road, a security post and a car driving in

At its core, Sutera Nexen is a township built on the principles of smart living, a bold, future-ready space for a new society embracing digitalization and modernity

To bring this vision to life, we developed a branding and visual identity strategy designed to resonate deeply with Gen Z. Rooted in a tech-forward mindset supported by the pixel elements, our approach is both friendly and futuristic, encouraging trust and connection by speaking the language of young, digitally native audiences.

Pixel-gradient board of show-unit living rooms and the master bedroom, labelled 6x12, 6x14 and 7x14
Pixel-gradient board of the kids’ and master bedrooms, labelled 6x14 and 7x12

Supergraphic animation on yellow screens: “A pixel represents” a photo of “young individuals”, then “Thriving into” photos of “growing families”, ending on the Nexen logo over a pixel gradient.

From a pixel to something bigger

This future-forward and smart living concept is brought further with our treatment for the visual identity. Each pixel represents the diverse individuals and communities that make up the township: young professionals, couples, families, and communities. As it grew, a logo made by pixels is revealed, a unification of many fractions to represent the township of young, energetic, and forward-thinking generations.

Two Nexen brochures with pixel-gradient covers on teal fabric
Open Nexen brochure on a yellow surface, with photos of a basketball court, a gym and a pool
Open teal-and-yellow Nexen brochure showing interiors and a person using a phone
Brochure spreads turning on a mustard background.

In the brand application, Nexen tried a different approach, getting close to the customers by a copywriting that feels like a friend and modern visual design that resonate with younger generation

We made sure to make each of the marketing collaterals and brand application to follow the visual direction, using pixels as the supergraphic and iconography, vibrant colors, images of young people, and youthful copywriting with well-known slang and words that align well with the target market. From the smallest pixels to the large-scale billboards, we always ensure that everything is cohesive and connected.

Banner layouts for campaign phases 3 and 4 with the headlines Evolve, Xperience, Empower, Nature and Newness, on black
Four Nexen billboards beside a road with a car passing
Banner layouts for campaign phases 1 and 2 on a black background

Pixel-gradient Nexen card lying among green leaves
Teal Nexen tote bag held against a yellow patterned shirt
Yellow and teal Nexen luggage tags

Tall Nexen street banners between trees, inviting visitors to the show unit
Sutera Nexen township sign on a long dark plinth, a teal N-shaped marker beside it and tropical plants in front
The Sutera Nexen sign from a lower angle, the teal N-shaped marker beside the letters
Black unit-information totem with a green byte plate reading GIGA, in front of a brick-and-white townhouse
Green byte unit sign for the GIGA type, listing a 7×14 plan, land 98 sqm and building 95 sqm
Close-up of a black totem with a green byte plate, MEGA type
Teal unit sign for the KILO type
Teal cube marker standing among plants
Passer-by in a blue shirt walking beside a tall unit sign
GIGA floor plan sign on a dark wall

Signage

For Nexen’s signage, we chose durable galvanized steel, valued for its endurance and longevity. To enhance its modern appeal, we treated the material with a black textured base. Paired with pixel-inspired graphics and iconography designed with a blend of pixel precision and mathematical accuracy, the signage delivers clarity, functionality, and a bold visual identity that perfectly complements the development.

Teal Nexen logo sign and a tall teal N-shaped marker among tropical plants in front of a show house
Nexen logo with “by Alam Sutera” on a black wall scattered with teal pixels
Signage mood film on a black background: three-dimensional letters, a sign panel and a cube balloon in the sky.
Three-dimensional “Nexen Lounge” lettering on a textured teal wall
Receptionist with her hands pressed together behind a teal desk under the glass-clad Nexen logo wall
Set of teal wayfinding icons on a black background
Restroom sign with person icons and a green arrow
Gents restroom sign on a corridor wall
Reception sign with a bell icon above a teal counter