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

Revitalising an urban landmark through a brand make-over required nothing less than a striking solution, one that steps out with confidence and makes its mark among the concrete jungle of Singapore’s commercial district.

The Brief

OUE Downtown is a fresh-faced, new kid on the block in Singapore’s evolving CBD landscape. This integrated landmark comprises two office towers, service apartments and a retail podium with a 262-metre street frontage. Promising an experience set to define the work, shop, play world emerging in Singapore’s downtown area, the time had come for the former DBS Towers in Shenton Way to step aside and make way for a new brand to emerge.

The challenges & opportunities

1
1

This new brand had to be more than simply a badge on a building. It had to define an experience.

2
2

As an integrated mixed-use development, the building’s architecture required a bespoke brand architecture.

3
3

As well as looking the part, the brand needed to find a voice of its own.

A brand language was carefully crafted. Articulated with particular attention to typography, the brand speaks with a smoothly integrated visual and verbal vernacular, one that is vertically aligned to mirror the brand mark.The Downtown brand needed to link not just with the developer, OUE, but to also connect with OUE’s existing Mandarin Gallery as well as signal the two office towers. The Downtown brand architecture solution was elegant in its simplicity. With a lock-up variation and numerical suffixes for each of the two office towers, a default lock-up for the retail podium with the Gallery name and the developer brand OUE as a prefix, the solution integrates the different mixed-use components into one seamless destination.

Standing up, stepping out

The brand’s visual identity takes on a bold attitude with a fashion forward colour palette, an arresting photographic style and an outspoken language, all carefully curated to signal a distinctive experience. OUE Downtown was created to stand up and step out on the catwalk of commercial property brands jostling for position in the CBD.

The performance
The performance

The OUE Downtown brand identity oozes with attitude. The brand mark evokes the visual language of an urban grid and reinforces the sense of place as well as the meaning of the name Downtown. It also reflects the linear layout of the physical space.

Applied to a diverse range of touch-points including marketing communications, retail point of sale, hoardings, website and directional signage, OUE Downtown is quite simply a brand that not only walks the talk but struts it stuff.

We needed a brand identity and visual language that stood apart from other mixed-use developments and that signalled a bold and confident attitude. The Sedgwick Richardson team hit the mark perfectly and were a pleasure to work with.

Patrina Tan
Senior Vice President, Retail Marketing & Leasing, OUE

Awards

Singapore Design Awards 2016 – Gold

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