"Our refreshed branding, with the new tagline ‘Building Excellence. Creating Legacies’, reflects a much bigger goal of giving back and creating more value for our customers and stakeholders,” says Trinity Group founder and managing director Datuk Neoh Soo Keat.
AFTER two decades of shaping skylines and communities, Trinity Group Sdn Bhd is unveiling a refreshed brand identity, featuring a new logo and tagline to reflect its commitment to innovation and growth.
This revitalisation of the brand is not just a cosmetic upgrade, however, as it represents the developer’s ongoing dedication to creating spaces where people don’t just live but thrive.
“The new logo and tagline represent a natural progression in our company as we grow and evolve,” says Trinity Group founder and managing director Datuk Neoh Soo Keat.
“Trinity Group was established 20 years ago with the mission of ‘Building Communities and Enriching Lives’.
“Our refreshed branding, with the new tagline ‘Building Excellence. Creating Legacies’, reflects a much bigger goal of giving back and creating more value for our customers and stakeholders.”
A new look
Neoh shares that the brand refresh affirms the developer’s commitment to enhancing its proven track record in the future.
“Throughout our 20-year journey, our customers have been with us all the way. Now, we want to give them something they can pass on to their families, to create their own legacies with us.
“As times change, we have to keep up and adapt, and we believe that our refreshed brand will give us a more modern look and propel the company to the next level,” he says.
He adds the new logo signifies a more direct and simplified approach, making it easier for people to instantly associate it with the brand.
Internally, the brand refresh meant navigating the initial culture shock to ensure that both internal and external communication were aligned.
“We wanted to ensure that every team member understood and embraced the new brand vision. To address this, we conducted extensive internal workshops and training sessions to foster a new sense of ownership among our employees.
“Through careful planning, collaboration and commitment to our vision, we have navigated the brand refresh process to create a brand image that we believe will resonate strongly with our stakeholders, and support our continued growth,” says Neoh.
Continuous growth and innovation
Trinity Group has made a name for itself as an innovative developer, known for its build quality, creative themed designs and timelessness of its developments.
This reputation was achieved thanks to the company’s “Trinity of Value Creation” philosophy, which prioritises value creation in conceptualisation, execution and delivery.
He shares that Trinity Group goes one step further than most property developers, offering after-sales guidance and support to building management teams post-delivery, to ensure their properties stand the test of time.
“Many developers put a stop once they have delivered their offerings. But, at Trinity Group, we aim to deliver and ensure that our properties are well-maintained and sustainable for residents.
“This is how we differentiate ourselves from other developers and offer more value to our customers and stakeholders,” he says.
He explains that Trinity Group also prides itself on continuous innovation, as the company has integrated many “firsts” in its previous and current development projects, including the first air-conditioned bus stop in Malaysia in 2011.
“In 2018, we also launched a project called Trinity Pentamont Mont Kiara, which included electric and hybrid vehicle charging ports in its car park – before it became a trend.
“Today, it has become a need for all developments,” says Neoh.
Upcoming projects
Neoh says that, with the new brand image and ethos, Trinity Group is set to expand beyond the scope of a boutique developer by scaling up the value of its properties and venturing into mixed-use developments.
In the next five years, the company is launching a total of eight new development projects, with a total gross development value (GDV) of RM7.3bil.
These projects include Trinity Rainfora and Trinity Sensoria, which are projected to launch this year.
This will be followed by Trinity Zia, Lot 847, Permas Jaya (Phase 1) and Trinity Activerse in 2025, MA Land (Phase 1), Lot 850 (Phase 1) and Permas Jaya (Phase 2) in 2026, MA Land (Phase 2) and Permas Jaya (Phase 3) in 2027, and MA Land (Phase 3) and Lot 850 @ Ampang (Phase 2) in 2028. “In the last 20 years, we completed nine projects with a total GDV of RM2.5bil.
“So, you can see that we have grown over the years, and will continue to do so with our new brand image,” says Neoh.
Looking ahead
Neoh states that Trinity Group is excited about the future, as the company has big plans for its upcoming projects and to continue growing as a property developer.
“We have learnt a lot in the past 20 years, and we aim to incorporate all we have learnt to move forward in the next 20 years.
“With the brand refresh, we promise that we will continue to grow bigger and better, to bring better value to our customers,” he says.
