■ Logo design reflects the brand’s heritage through refined aesthetics, embodying Hyundai E&C’s trustworthiness and confidence

■ Introduction of “H Culture Club,” a tailored residential service featuring cultural classes and chef collaborations, to expand resident-focused services

■ Aggressive campaigns, including a special collaboration marking the 20th anniversary of the brand’s launch, to boost customer interest and enhance brand experience

Hillstate Brand Renewal Key Visual Image and New BI

Hyundai E&C is undertaking a brand renewal to mark the 20th anniversary of the launch of its apartment brand, “Hillstate.”

On the 22nd, Hyundai E&C unveiled its new brand identity (hereinafter “BI”) and announced plans to roll out a range of services and campaigns to further solidify its position as a “lifestyle leader” that sets residential trends.

First introduced to the public in September 2006 under the slogan “All the values you want to bring into your home,” Hillstate has continued to innovate over the past 20 years as a leading apartment brand shaping Korea’s residential culture, enhancing not only living spaces but also everyday convenience and quality of life.

The new BI unveiled by Hyundai E&C features a design that preserves Hillstate’s distinctive heritage while adopting a more streamlined and intuitive form. It retains the graceful curves that have served as one of Hillstate’s iconic symbols, while introducing a modern, clean silhouette to enhance visibility and scalability across signage, print materials, and digital environments such as smartphones. In addition, the signature burgundy color has been adjusted to a brighter hue with higher saturation, creating a more refined and stable color tone.

The brand’s residential philosophy of embodying the value of life through space has also been further deepened and refined. Hyundai E&C plans to significantly enhance its residential services so that customers can easily experience Hillstate’s three core values: ▲ “Stylish Life,” which proposes a sophisticated and trendy lifestyle; ▲ “Various Life,” which supports diverse lifestyles; and ▲ “Comfortable Life,” which provides a comfortable and safe living environment.

As a first step, “H Culture Club,” initially introduced for the premium brand “THE H,” will now be expanded to Hillstate communities. Launched last year by Hyundai E&C as the first service of its kind in the construction industry, the “H Culture Club” is a customized service that covers all aspects of residents’ lives, including culture, the arts, relaxation, health, and everyday convenience. Designed to meet the needs of apartment communities that are becoming increasingly premium and large scale, the service takes into account content diversity, quality, and operational safety, and has been well received by residents for its organic integration of physical spaces and digital platforms.

Hyundai E&C plans to roll out the “H Culture Club” sequentially, beginning with select offerings tailored to the specific conditions of each complex. Applications can be submitted through the official Hillstate website. Following application and consultation, residents will be able to conveniently enjoy specialized programs within their complexes, such as high-quality cultural classes in collaboration with the Hyundai Department Store Cultural Center, menus created in collaboration with star chefs, and curated book selections.

The company is also launching a larger-in-scale brand campaign to ensure that customers recognize and personally experience Hillstate’s renewed BI and distinctive services following the rebranding.

Starting on the 22nd, an event will be held on “Hill’s Casting” (https://youtube.com/@Hillstate_official), Hillstate’s official YouTube channel, with the release of a “BI motion video.” Viewers who watch the video, which captures the values Hillstate has built over the past 20 years and the vibrancy of the new BI, and leave a congratulatory comment will receive specially produced Hillstate brand merchandise as a gift.

Offline, special collaborations targeting the peak summer vacation season are also being prepared. The newly revamped BI will be prominently featured as well, starting with outdoor advertisements along the Olympic Expressway and extending to the application of the new BI at new Hillstate developments scheduled for completion this year. In addition, brand videos, a brand book, and a brand pop up will be unveiled sequentially.

A Hyundai E&C representative stated, “We would like to thank our customers for their support over the past 20 years, which has enabled Hillstate to South Korea’s leading brand,” adding, “Through this brand renewal, we will further advance our innovative technologies and services while paying close attention to the diverse daily lives of our residents to deliver even greater residential satisfaction.”