Hoban Construction refreshes Hoban Summit brand for first time in 7 years, unveils premium line

Hoban Construction has renewed its residential brand Hoban Summit, unveiling a new brand identity and slogan.

According to Hoban Construction on Tuesday, the latest brand overhaul comes seven years after the company rebranded from "Hoban Summit Place" — launched in 2010 — to "Hoban Summit" in 2019.

The company said the renewal focused on more clearly defining Hoban Summit's brand direction in line with shifting perceptions of residential living and evolving lifestyles. Rather than treating a home as simply a place to stay, the company reframes it as a space where personal tastes and diverse ways of life are reflected and value accumulates through everyday experience.

The new brand slogan is "Where Life Grows" — described in Korean as "organic living where value grows the longer you live there." The concept envisions a residential space that grows in its own direction alongside the way residents live and change.

Hoban Summit has distilled its new brand philosophy into three core values: Thoughtful Space, a place that understands life with care; Inspired Living, an inspiration that opens up life's possibilities; and Evolving Value, a worth that deepens alongside life.

The English logotype was designed so that different curves and rhythms harmonize, expressing the diversity and vitality of life. Black serves as the base color to emphasize simplicity, while green — reflecting the brand's nature-friendly philosophy — is used as a background color to enhance design versatility and applicability, the company said.

Hoban Construction is also launching Hoban Summit Edition, a premium line under the Hoban Summit brand. Conceived around the idea of "a summit in the city embraced by nature," the line focuses on the depth created by restrained materials and structure, aiming to offer a residential space where residents can enjoy quiet ease in daily life. The company plans to embody Hoban Summit's brand values more fully through prime locations and differentiated products.

The names of community facilities within apartment complexes have also been updated. The integrated community space will be called "Club H" for Hoban Summit properties and "The Lounge" for Hoban Summit Edition properties.

Hoban Summit Edition will be applied first to Wirye Commercial Block 9, which is scheduled for pre-sale in December. Hoban Construction plans to roll out the new brand identity and brand system to subsequent new complexes in stages. Starting this month, the company will introduce the refreshed Hoban Summit and the premium Hoban Summit Edition through television advertising and other channels.

"This brand renewal establishes a new direction for Hoban Summit — that the value of a home grows alongside a changing life," a Hoban Construction official said. "Building on our strengthened brand competitiveness, we will expand our project pipeline at prime locations in Seoul and the greater metropolitan area, deliver differentiated residential value, and broaden our presence in the premium housing market."

Meanwhile, Hoban Construction is working to enhance the value of future housing, including through the development of AI-based building information modeling technology that automatically incorporates residents' selected options into unit-level design plans.