Coal was tasked with branding and marketing one of Shwe Taung’s latest luxury residential developments in Yangon – Crystal Residences@Hume – and understanding the target market was essential. From this understanding came a brand established in sophistication, luxury and exclusivity, enabling Shwe Taung to effectively engage its target demographic groups. Communicating the brand through a combination of ATL and BTL advertising, we established Crystal Residences@Hume’s position as a lifestyle icon in the city.