UEM Sunrise refreshes brand as it sharpens focus on long-term growth

PETALING JAYA (July 31): UEM Sunrise Bhd has refreshed its corporate brand as it sharpens its strategic focus and execution, signalling its commitment to long-term value creation through a more focused business model.

In a statement on Friday (July 31), the property developer introduced the tagline "A future worth building", which it said reflects its renewed purpose and strategic direction. The refreshed brand is underpinned by three strategic pillars — property development, property investment, and ventures and investments.

The company said the three business segments are intended to create a more balanced operating model by strengthening its development business, expanding recurring income and pursuing strategic partnerships. The approach is supported by disciplined capital allocation and portfolio optimisation to drive sustainable long-term growth, the company said.

Managing director and CEO Shaharul Farez Hassan said the refreshed brand represents more than a new corporate identity, describing it as a reflection of the company's commitment to purposeful growth and long-term value creation.

"As the business continues to evolve, we are focused on disciplined execution, responsible capital allocation and building a resilient portfolio that delivers sustainable long-term growth," he said.

He added that this purpose guides how the company identifies opportunities, develops projects and delivers long-term value.

The refreshed brand also introduces the Seed as its central symbol, representing the company's belief that every meaningful development begins with deliberate planning and that long-term outcomes are shaped by decisions made from the outset.

UEM Sunrise said the concept reflects its development philosophy of determining what to build, where and when to build, while recognising when natural assets should be preserved. It said the approach balances commercial discipline with creating places that deliver lasting value for communities, businesses and future generations.

The company cited SIREH Park, which it described as one of Malaysia's largest urban parks, as an example of preserving natural assets to provide long-term community benefits alongside its township and integrated development projects.

UEM Sunrise also highlighted its nearly six-decade track record in Malaysia's property sector, including its role in transforming Mont'Kiara into one of Kuala Lumpur's established residential enclaves and master-planning Iskandar Puteri, which it said has contributed to Johor's economic development.

The company said it will continue to focus on operational excellence, disciplined execution and responsible growth as it advances its next phase of development.

UEM Sunrise is the property development arm of UEM Group Bhd. Its core businesses span township, high-rise residential, commercial, retail and integrated developments, with projects in Malaysia and Australia.

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