Services
Brand design
Brand strategy
Digital
Place branding
Sectors
Property & real estate
Location
Singapore
Services
Brand design ,
Brand strategy ,
Digital ,
Place branding
Sectors
Property & real estate
Location
Singapore

A new premium Grade-A office and retail space for business arises from a former furniture mall.

9 Penang Road is a new office building that was formerly Park Mall. Our challenge was to clearly position this unique location and Grade-A development as a home for new economy companies seeking a highly connected address surrounded by amenities.

Trends & implications

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1

Decentralisation: The sustainable urban development strategy of Singapore’s Urban Redevelopment Authority (URA) includes a long-term policy to relocate commercial offices to regional and sub-regional centres outside of the CBD.

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2

Recentralisation: Yet, between 2015 and H1 2017, the CBD recorded a larger share of leasing transactions. Decentralised areas accounted for less than 20% of leasing deals over 10,000 sq ft.

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3

Implications: Singapore’s pursuit of finance hub status means that top quality CBD space and an address to attract Millennials will remain in demand and core CBD rents are forecast to increase.

The demand profile for office space identified that co-working operators along with technology and ICT companies accounted for the majority of new net leases. This informed the placebranding strategy for 9 Penang Road and the brand positioning of Singapore’s MidCity Address.

A conceptual brand story was crafted to illustrate how the brand positioning is brought to life. The story contrasts a variety of choices that this MidCity location offers from the location, to the commuting experience and to the surrounding environment.

Brand identity

A typographic solution to the brand identity was designed to link the 9 Penang Road address to a series of tailored key messages that communicated the USPs of the location and the development.

The brand was then brought to life on location through the physical touchpoint of construction hoardings.

For the more traditional potential tenants, we developed a printed marketing brochure alongside concepts for VIP gifting.

Awards

Transform Awards Asia Pacific 2019

  • Best use of a visual property – Gold
  • Best strategic or creative development of a new brand – Gold
  • Best visual identity from the property, construction and facilities management sector – Bronze
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