Hai Life Magazine

A dedicated publication built around Q2 Thao Dien, Frasers Property’s development in one of Ho Chi Minh City’s most established expatriate neighbourhoods — commissioned into a category where the standard collateral is a brochure of renders and specifications, aimed at people who are really deciding whether they want to live in the area at all.

So Firedrake built a magazine instead of a brochure. The content moves outward from the building into the neighbourhood itself — its culture, its amenities, its daily rhythm — with the promotional material folded into that editorial structure rather than leading it. A reader flicking through is being sold a life in Thao Dien first and a specific development second, which is the order an actual buyer’s decision is made in.

The format does real strategic work. A magazine gets picked up and kept in a way a sales brochure doesn’t, and that extra shelf life matters most in a purchase decision that plays out over months rather than one sales visit.

Client Frasers Property
Location Thao Dien, Ho Chi Minh City, Vietnam
Scope Editorial and magazine design · Marketing collateral · Property launch campaign
Sector Residential development and property lifestyle publishing