A master brand for a 15-acre mixed development comprising apartment and corporate towers, hotel, and shopping mall. Turning a challenge into opportunity, the brand strategy addresses a pre-existing market void by positioning itself as a new 360-degree convergence for living, leisure and entertainment, inspired by the sea-faring roots of the nearby ports. Thus the brand name is also a creative play on the word “gravitate”, promising to be the new zest that captures the imagination and pulls in people’s interest.