THE ART OF LUMI

WELCOME TO LUMI THE ART OF LUMI

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Hello and welcome to Lumi.

You are reading this because you are now part of a dynamic team representing a unique service residence brand, Lumi Collections. But before you begin your journey with us, it’s important that you understand what our brand is about, and where we are going.

You have become an ambassador for the Lumi brand, so we rely on you to embody our brand in your interactions both with residents and with each other in the Lumi Collections team. The way we conduct ourselves at work is an outworking of all that the Lumi brand stands for.

Bearing that in mind, the next few pages articulate what our brand represents, for your benefit. They describe our unique character as a service residence company, and explain how we should live out the Lumi values in everything we do. Treat them as signposts to understand our brand, and guide you as you ‘walk the talk’.

Welcome to Luminous Living.

Cover illustration: Creating the Lumi brand depends on all of us, in our collective efforts. Like an artist using a brush we all are involved in painting the Lumi picture. And the tip of our brushes is the flame that lights the Lumi candle.

Inspired by design, built with quality, crafted for lifestyle. These qualities define Lumi Collections and its vision of ‘Luminous Living’.

OUR VISION Our vision is to create total living environments shaped around the needs of residents, in which lifestyle, leisure and business come together, in one place. Embodying a truly ‘Live-Work-Play‘ model, Lumi Collections redefine the concept of service residences in Malaysia, with retail, food and leisure options integrated in a holistic community.

OUR NAME Our name ‘Lumi’ says a lot about who we are, and how we are going to deliver this vision. Derived from Latin for ‘Light’, the name suggests something bright, warm, inviting and effervescent. This spark of life defines our character and corporate culture. We are bright and youthful, warm and motivated. We don’t just create homes, we create life experiences which delight our residents.

So how does one become a Lumi brand ambassador? Let us show you the way.

LET’S GETSTARTED

LUMINOUS LIVING

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OUR BRAND VALUES

WHAT GUIDES OUR PATH

Like a person’s belief system, brand values sum up in words what we stand for, and living them out illuminates our brand from within. Think of them as the ‘conscience’ of our brand. They have been carefully chosen to set the standard for how we behave and conduct our business on a day-to-day basis. When we interact with our colleagues and customers –how we treat them – we must always be guided by these values:

INNOVATION INTEGRITY COMMUNITY CARE QUALITY ENVIRONMENT

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OUR BRAND VALUES

The value of innovation is embedded in our corporate culture. We are driven by design and passionate about the delivery of a quality lifestyle, be that in the creation of exciting new service residences that set benchmarks for the industry, or related services that push the boundaries in the customer experience. But being innovative isn’t only about creating the ‘new’. It also means we continually strive to think of better ways of doing things and improving what we do, for the benefit of our customers. It means we always challenge the status quo, and are never satisfied with ‘business as usual’.

INNOVATIONLIGHTING OUR FIRE

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OUR BRAND VALUES

Integrity forms the bedrock of our organisation. Integrity means we are honest and transparent in all our dealings. It means we do not bend the rules, disregard standard procedures or hide mistakes. It means we think of ourselves as client advocates who give them the best advice, even when it costs us to do so. Integrity means we always act in a way which is consistent with our vision, our values and our character. Because our long-term success is dependent on building partnerships of trust between us and our customers, our business partners, and each other. And trust is built by a reputation for integrity.

INTEGRITY THE ONLY WAY TO SHINE

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OUR BRAND VALUES

To us, Lumi Collections are not just residences – they are about creating a holistic, sustainable, living community. It’s about values. Community means we believe fundamentally in the family as a core unit of society, which is why a ‘Live-Work-Play’ model is at the heart of everything we create. Our aim is to leave a legacy for future generations by creating sustainable developments, bringing together residential, commercial and public spaces in a harmonious and mutually enriching manner – for us, this is what community means.

COMMUNITY LIVING THE LIGHT

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Creating, living and working in a vibrant community is what Lumi is all about. And the heart of this community experience is care. This means that whenever we interact with our customers, business partners or colleagues, we always treat everyone with warmth and respect. It means that we are passionate in our customer service, and always friendly, helpful and flexible. We respond quickly and in an appropriate manner to any request or situation that arises. When you enjoy what you are doing, it shows. People are drawn to your enthusiasm and it’s contagious. In turn this helps foster great relationships and a better workplace.

Go on, let your light shine.

CARE RADIATING WARMTH FROM WITHIN

OUR BRAND VALUES

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OUR BRAND VALUES

Lumi Collections embodies the kind of excellence that will lead the market, and quality is the way we are going to achieve it. Our aim is not only to offer a quality product to our customers at the initial point of purchase, but also to provide such excellent ongoing service that they increase in value over time. Quality means we don’t cut corners or compromise standards. It means we focus on the details and understand our customers’ needs. Whether it be in concierge, housekeeping or facilities management, we seek to deliver an experience that delights our customers, and delivers a world class experience.

QUALITY A BURNING COMMITMENT TO EXCELLENCE

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OUR BRAND VALUES

Being aware of our carbon footprint is what’s expected to make sure Lumi not only delivers a quality living experience, but an enduring and healthy environment. Take the Lumi Collections environment for example. All our residences are designed to integrate a generous amount of green space, at least 25% in fact. This provides better air quality and circulation for everyone, as well as healthy areas for recreation and interaction. We also aim to keep our carbon footprint light, which means always seeking better ways to conserve energy, recycle waste and harness natural resources, wherever we can.

ENVIRONMENT SWITCHING ON TO GREEN

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Every brand is like a human character, and the Lumi brand is no exception. Lumi has a distinctive ‘personality’, unique traits that define what the brand is like and how it should behave. Understanding this personality not only enables us to embody the brand and live it out, it also helps our customers to engage with us on a more personal level. There are six qualities which we believe define the Lumi personality:

URBANE SOCIABLE PASSIONATE HONEST RESPONSIVE CREATIVE

WHO WE ARE

OUR BRAND PERSONALITY

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BRAND PERSONALITY

PASSIONATEAt Lumi, we have a clear vision of the way forward and the drive to achieve it. We have a passion to serve and to excel, delivering beyond expectations. We love our job, we love our product, and we want to be the best at what we do. We are youthful and energetic, moving quickly and efficiently to achieve our objectives. We take ownership of any task given to us, and see the quality of the Lumi service experience as the measure of our own success.

URBANE Contemporary style defines all our residences. Staying at Lumi Collections is an urban experience where cosmopolitan sophistication is blended with a local sensitivity. This means we understand international tastes and standards, and deliver an experience at the cutting edge of urban living and design. But it also means honouring our local traditions, and having an appreciation of a multi-cultural perspective.

SOCIABLE In each of our Lumi Collections, we intend to build a happy community. So we believe in being friendly and hospitable – we want to bring people together and build healthy relationships, among everyone. So we go about our work with a smile, and leave the grumpy face behind. We treat each other with courtesy and respect. We all pull together and help each other. No-one is considered more important than anyone else. Which means there is no ‘in’ crowd and ‘out’ crowd. No favourites and ‘stars’. We are one team, one vision, one family.

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THE ART OF LUMIBRAND PERSONALITY

CREATIVE We are creative by nature, and positive in our outlook. We are problem-solvers and brainstormers – we see challenges as opportunities to find new and better ways of doing things. Which means engaging our imagination as well as our reason, to think outside the box and push the limits. We never think we have arrived, or that we know it all. We are hungry to improve and eager to learn, which means we are always teachable and open to new things.

HONEST ‘Integrity’ is one of our brand values, and honesty is at the heart of it – but it isn’t just a moral ethic, it’s an attitude of mind. Honesty is about telling the truth, but it’s also about being transparent and open – it implies a certain humility. It means we can celebrate each other’s strengths, as well as acknowledge our failings. It means being willing to receive feedback from others with good grace, as well as giving it in return. Honesty is the moral compass of all our dealings, with our residents, our associates and with each other.

RESPONSIVE We are responsive and flexible in our customer service and interactions. We react quickly to problems that arise, and are adaptable in the way we address them. If things don’t work out as expected, we take a step back, regroup and come up with a new solution. We never give up. We are positive and resourceful, always looking on the bright side of things, and finding answers to challenges that we encounter along the way.

WELCOME TO LUMI

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GO FOR IT!We hope we have sparked something in you to become a Lumi brand ambassador. If you have any questions about our brand, or need any clarifications, please don’t hesitate to approach our marketing or corporate communications staff. We will be glad to assist you as you navigate your way to Luminous Living.