As the first thing a potential buyer notices before purchasing a new housing unit, securing an iconic cluster name is a crucial first step in developing a residential complex. Not only does it benefit customers, but the branding consultant team and marketing staff also rely on these names to establish the complex’s overall brand identity. In Indonesia’s residential market—especially in Jakarta—cluster names are diverse and creative. They are also seamlessly translated into taglines, brochure copywriting, and overall design. Let’s dissect some of these naming trends one by one!
Music-Inspired Clusters in Golf Island Pantai Indah Kapuk
credit: Golf Island Youtube
With names such as The Piano, Orchestra, Sonata, Serenade, Concerto, and Allegro, this complex seems to aim for a harmonious and elegant ambiance. Since their main unique selling point is harmony between the sea, the lake, and the golf court, this concept adequately captured that essence.
Flower Names Clusters in Paramount Petals
credit: paramount-petal.com
On their official site, Paramount Petals aims to “offer a ‘one-stop living’ concept that combines residential, commercial, business spaces, education, healthcare, and entertainment facilities in a strategic location within a green environment”. Those goals are represented by their cluster names including Gardenia, Canna, Aster, Alfresco, Calico, and Lily. These flower names are not only sound pleasing, but also easy to pronounce and quite familiar for everyone; residents and guests alike.
Wood-Themed Clusters in Summarecon Bogor
credit: Summarecon Bogor
Located in Bogor, also known as the “Rain City”, this complex features clusters named Alderwood, Mahogany, Maple, Pinewood, and Rosewood. Naming housing clusters with tree names usually meant that they wanted to evoke a sense of tranquility and peace, and it is quite in line with their goal to provide easy access to convenient amenities by blending the comforts of a bustling city with nature.
Cities of the World Names in Kota Wisata Cibubur
credit: Sinarmas Land
Kota Wisata is one of the pioneers of recreational townships in Indonesia, back then, they were also well-known for their Chinese Village attraction. But now, we are going to talk about their clusters, some of them are Miami, Vermont, Nebraska, Mississippi, and Nashville. Looking at those, we can see that by choosing these American state names, they want to offer the residents a sense of cosmopolitan lifestyle and associate their homes with iconic destinations. Besides that, by using these names, those who are not familiar with what Kota Wisata is all about can immediately understand what kind of vibe this township will be.
Sanskrit Cluster Names in Suvarna Sutera
credit: Suvarna Sutera Youtube
The trend of using Sanskrit words is quite usual in the Indonesian branding scene, from restaurants, clothing brands, to residential complexes, a pretty Sanskrit word with equally pretty meaning can be found everywhere in this country. Moreover, a lot of Indonesian words are actually loan words from Sanskrit, so it makes sense to utilize this familiarity when creating brand names. Suvarna Sutera uses names like Basanta (meaning ‘spring’), Astha (meaning ‘eight’), Agra (meaning ‘high’), and Caksana (meaning ‘wisdom’). These names create a sense of cultural richness and timeless elegance, making them appealing for residential projects.
The Correct Combo for Crafting Cluster Names
So as we can see, to create iconic cluster names sometimes we need to take a look at the outside factors such as the target market, the existing identity, the area, and the overall concept itself to determine which direction is the best one for our project. Just like how Newman created cluster names for Sutera Nexen, Alam Sutera’s newest township in Balaraja. Knowing that the target market is tech-savvy and future-forward youngsters, we named one of the clusters ‘Byte’ which literally means a group of binary digits or bits (usually eight) operated on as a unit complete with pixel-themed brand identity to reflect that spirit and to keep up with the trends as it changes and grows.
