Articulating Sustainability to Connect People, Places and Purpose
CapitaLand Development (CLD) is the development arm of CapitaLand Group and is one of Asia’s largest diversified real estate groups headquartered in Singapore. Operating across more than 260 cities in over 40 countries, its portfolio focuses on real estate investment management and real estate development and is recognised for its expertise in master planning, land development and project execution.
The CapitaLand brand also ranks within Singapore’s top 30 most valuable brands. As part of CapitaLand Group, it places sustainability at the core of its business, delivering long-term economic value while contributing positively to the environmental and social well-being of the communities it serves.
As a responsible real estate developer, CapitaLand Development needed a clear sustainability framework that could articulate its business priorities, brand purpose and ESG commitments in a coherent and credible way. The challenge was not only to define a framework that embedded sustainability across the design and construction lifecycle, but also to communicate it effectively to both internal and external stakeholders.
CLD also sought to increase awareness of its ESG targets and decarbonisation roadmap, while building stronger emotional connection and shared understanding across markets. This required a narrative and campaign that could translate complex sustainability ambitions into meaningful, engaging and actionable messages.
SR conducted peer benchmark reviews across leading real estate brands and evaluated existing sustainability frameworks within CapitaLand Group. Through collaborative working sessions with CLD’s sustainability team, we developed and refined multiple framework scenarios to shape a clear and cohesive structure.
Anchored by the campaign tagline “Enriching Lives, Uplifting Communities,” SR crafted a campaign narrative and key messages that positioned sustainability as integral to CLD’s purpose and business strategy. These were then translated into visual systems, digital content, social assets and campaign materials to drive clarity, awareness and connection.
