CitraRaya Tangerang

A well-designed urban layout should ideally provide residents with easy and affordable access to essential areas, from educational facilities and healthcare to recreational spaces and green open areas. Inspired by the 10-minute city concept implemented in various global cities, such as Brussels, Belgium, CitraRaya Tangerang embodies this vision as an inclusive and accessible integrated township. Designed to bring all essentials within a 10-minute reach, this development serves every individual’s daily needs conveniently close to home.

With the need to reinforce CitraRaya Tangerang’s image as a welcoming, modern, and eco-conscious residential area, we set out to create a new visual identity. This identity would not only capture these qualities but also introduce the 10-Minute City concept as a key part of the brand’s overall identity.

Refresh, reborn, reimagined

With this new visual identity reflecting the 10-Minute City concept, CitraRaya Tangerang sought a “brand refresh” that would go beyond a mere visual update. The goal was to appeal to a broader, more contemporary audience segment, particularly young adults starting new families, who seek a modern yet sustainable lifestyle. These are individuals looking for a living environment that is not only comfortable and accessible but also aligned with sustainability values and committed to environmental care in an urban setting. By emphasizing these principles, CitraRaya Tangerang strengthens its position as the top choice for young families aiming to build a life in a sustainable neighborhood with convenient access to various facilities without extensive distance.

Bearing the responsibility of 10-Minute City

We created multiple logo concept drafts designed to embody the image CitraRaya Tangerang aims to project. This experimental process pushed us to deliver the best possible outcome in both visually and substantially. We recognized the importance of making the 10-Minute City concept an easily understood icon, symbolizing a better quality of life, in line with the adopted slogan: Life Reimagined with CitraRaya Tangerang.

“10-Minute City” and “Life Reimagined” are two consistent elements across key visuals used for various applications—from billboards and signage to bus stops and buses, providing local transport across the CitraRaya Tangerang area.

The main logo for the 10-Minute City features several components:

• Typography for “10-Minute City” within a circle, symbolizing all essential needs available within a 10-minute radius of residents’ homes.
• An arrow icon, representing a sustainable impact that enhances both the environment and residents’ quality of life.
• A deep blue color, symbolizing CitraRaya Tangerang’s commitment to providing a high-quality living environment.
• Golden yellow, representing happiness and optimism, central to CitraRaya’s vision as an integrated city.

These four elements combine into an iconic logogram that serves as a distinct identity for CitraRaya Tangerang, representing the well-planned, accessible 10-Minute City concept. This logogram is more than a visual symbol; it also communicates a vision of a well-organized area where everything residents need is within reach in ten minutes or less. This combination solidifies CitraRaya Tangerang’s position as a modern, comfortable, and well-integrated community.

The entire vision, concept, and detailed information about CitraRaya Tangerang’s amenities are consolidated in a comprehensive booklet, providing a clear narrative about the development. Designed to offer a thorough overview for prospective residents and visitors alike, the booklet covers the area’s concept, features such as Beam and buses, and CitraRaya Tangerang’s commitment to a modern, sustainable lifestyle. Compact yet informative, the booklet is intended as a guide to help audiences understand the various aspects and values offered, inspiring them to experience life in an area thoughtfully designed with a future-focused, eco-friendly approach.

The 10-Minute City concept, as an approach to a self-sustaining city, opens doors to innovative urban planning that is more human-centered and sustainable for the future. CitraRaya Tangerang has brought this vision to life, creating an environment that offers many conveniences for a comfortable and efficient lifestyle, aligning with the needs of today’s urban society. With a more versatile visual identity, CitraRaya Tangerang stands out not only as a residential area but as a distinctive brand. This elevates CitraRaya Tangerang beyond a simple housing development to a representation of innovative and community-responsive urban planning for the future.