Sedar Properties
Growing purpose for an international property developer
Sedar Properties, formerly known as GYP Properties, is a land development company with presence in Singapore, Australia, and New Zealand. For over 15 years, Sedar has operated with a simple belief: growth must come with a conscience. While their commitment to integrity and sustainability sets them apart, a clear and fully defined vision had yet to be effectively conveyed to their staff and the wider public. Their recent privatisation presented an opportune moment to redefine their identity, anchoring it in a purpose that everyone could rally behind.
Places with Meaning
To Sedar, places carry meaning, memories, cultures, and people. Every project they pursue has to prioritise community betterment by providing opportunities for people in the area. This allows them to thrive while upholding the integrity of the local environment. Evidently the driving force behind their success, this underlying principle gave voice to their new vision: We build spaces to grow places.
Cultivators of Growth
This new vision was also pivotal in our selection for their new name. Inspired by the resilient cedar tree, the Malay word ‘Sedar’ which means ‘intentional’ or ‘conscious’, is also a nod to the company’s Peranakan heritage.
Our approach to art direction also mirrors their vision. At the heart of Sedar lies a genuine dedication to creating purposeful value that uplifts the community. To impart this warmth and authenticity, we curated photography highlighting lush greenery, multicultural communities, and lifestyle imagery. By shifting focus away from only their properties, it allows the beauty of Sedar's social and environmental endeavours to shine through. This fortified purpose also propelled Sedar towards achieving Certified B Corporation status, underscoring their commitment to doing business with a blend of social and environmental responsibility.