By Natasha Isabel Saravanan
Founded on the belief that the world does not need more developments, but places people can fall in love with, IMAJEN is carving a new lane in an industry long dominated by templates, trends and surface aesthetics. What they offer instead is a philosophy that begins not with buildings but with stories, and not with sales metrics but with the people who will one day call these spaces home.
“Branding isn’t just pretty visuals,” co-founder Evon Chong explained. “You need to curate desire. Only then will people fall in love with the product.”
At its core, IMAJEN is not simply a creative studio. It is a storyteller of land, memory, community and aspiration. And in Malaysia’s evolving luxury property sector, that makes all the difference.
A Partnership Built on Vision, Strategy and Discipline
When Evon introduced herself as the strategist and Aaron as the one with “a very good eye for creativity, for finer things,” she was underplaying what has clearly become a powerful synergy. Together with their third partner Alex Lim, who handles operations, the trio embody the essential pillars of any impactful branding practice: imagination, direction and execution.
Their process begins with people. Not only the buyers, but also the developers, architects, planners and community stakeholders. “It’s not as simple as taking a brief and starting tomorrow,” Aaron noted. “We spend a lot of time with the client. We understand their vision.”
This collaborative approach is not only rare, it is transformative. Where many agencies come in at the end of the pipeline, IMAJEN insists on stepping in at the beginning. They help shape the soul of a development before anyone sketches a facade or plants a tree.
In doing so, the prevent the all-too-common clash of ideas where architects, landscape designers and interior consultants each create in isolation. With IMAJEN, the brand vision becomes the unifying thread that guides every consultant involved.
“We start with the story, not the building,” Aaron emphasised. “Every development has a soul. Our role is to uncover it.”
Unearthing Stories That Give Land Its Identity
Perhaps the most vivid example of IMAJEN’s philosophy in action is their work with a prominent lifestyle property developer known for creating luxury residential, commercial and waterfront communities. Evon recalled the first time they presented a repositioning strategy that diverged drastically from what previous agencies proposed.
Earlier consultants had marketed the development as the first of its kind among master-planned islands. However, through in-depth research, market study and competitor mapping, IMAJEN discovered that another island could also claim the same title. It was a narrative that lacked differentiation.
“We told the client they shouldn’t go head-to-head,” Evon pointed out. “They should claim their own space in the market.”
And so, the project was reimagined. Not as the first of its kind, but as something richer, rooted in heritage and positioned with clarity and confidence. Today, that shift has paid off, with the project seeing strong momentum and renewed consumer resonance.
The emotional depth of their work stems from a simple premise: people do not buy structures; they buy belonging. Aaron illustrated this when he recounted what developers often tell them. For most people, a home represents years of commitment and the culmination of long-term aspirations. “It’s a dream,” he reflected. “So we must honour this.”
This emphasis on humanity is why IMAJEN spends time walking the land, speaking to locals, understanding history and uncovering stories buried beneath the soil. “Every land and every market is different,” Evon remarked. “A cookie cutter strategy has no place in what we do.”
Bridging Emotion and Experience Through Technology
When Aaron described IMAJEN’s creative tools, such as 3D visualisation, film and digital experiences, he made it clear they are not decorative add-ons. They are bridges that connect future homeowners to places they have yet to inhabit.
“We allow people to experience the space before it’s actually built,” he elaborated. “How it’s supposed to feel, not just how it looks.” This is the heart of their work: creating emotional resonance long before physical completion.
Projects often last between 18 months and four years, unfolding in chapters. Across each chapter, IMAJEN maintains a consistent emotional storyline delivered through multiple mediums. Whether through film, immersive digital tours or visual concepts, the narrative remains unified, deliberate and deeply felt.
For luxury developments, this cohesion is essential. Fragmented storytelling leads to fragmented experiences, something the luxury market cannot afford. IMAJEN’s integrated approach ensures that every touchpoint aligns with the vision. “It has to be seamless across all channels,” Evon added.
Growing Without Losing the Creative Soul
Ask any boutique firm about scaling and they will tell you it is a double-edged sword. But for IMAJEN, it is an even sharper paradox. Growth demands efficiency, but creativity demands time.
“We’re not chasing scale,” Aaron acknowledged. “We’re refining influence.” Evon echoed this. “Growing often relates to quantity,” she opined. “But for luxury, it is about curation. It is the opposite direction.”
To maintain this balance, IMAJEN has built a culture rooted in openness and discipline. Their office is an open-space studio where meetings, conversations and creative debates unfold in public, offering juniors a front-row seat to decision-making and seniors continuous visibility into project movement.
WIPs, or Work-In-Progress meetings, are IMAJEN’s way of maintaining momentum. These sessions allow the team to examine current progress, address bottlenecks and synchronise their efforts across departments. Weekly WIPs diagnose challenges in real time. Monthly WIPs offer a holistic view of the studio’s direction. It is a rhythm that keeps the team aligned without micromanagement.
Adding to this is their hybrid work model: in office from Monday to Wednesday and remote on Thursday and Friday. While it offers flexibility, it is also a test of discipline and communication.
“When you don’t see each other, seniors can’t hold your hand,” Evon commented. “It tests independence.”
For a firm that places high value on taste, detail and emotional nuance, maintaining consistency across in-office and remote work is no small feat. Despite the challenges, the hybrid model has sharpened clarity, streamlined communication and nurtured leadership.
“What defines us is our taste,” Aaron underlined. “No one else is going to get this.”
Crafting Meaning, One Place at a Time
Looking ahead, IMAJEN acknowledges the desire to go global but refuses to rush.
“We want to go overseas eventually,” Aaron shared. “But for now, we are focusing on being refined.”
This focus also shapes how they navigate clients who prioritise short-term sales. While developers naturally look to immediate performance indicators, IMAJEN advocates for a balanced approach. First build the brand, then run the sales campaigns.
“Without a strong branding direction, the sales will not come as efficiently,” Evon clarified.
This long-term perspective is what gives developments lasting value, financially, emotionally and culturally.
“What keeps people coming back?” Aaron remarked. “It is sentimental value as much as financial.”
The goal is to create places that grow in meaning over time.
In their conversations, Aaron and Evon returned to the same point. Branding is personal. It is not just an accessory. It is commitment. A belief that homes should be built with intention, that stories should be told with care and that places should be crafted with humanity at the centre.
