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 digital-led branding solution connecting professionals to their workplace.

Singapore’s Marina Bay precinct is rapidly emerging as a future commercial core. With landmark Grade-A office buildings such as Marina Bay Financial Centre defining the city’s emerging downtown skyline, a role also emerges for digital technology in place branding the workplace of tomorrow.

Raffles Quay Asset Management (RQAM) manages the flagship assets of Marina Bay Financial Centre, One Raffles Quay and Marina Bay Link Mall. Their team had identified an opportunity to engage with tenants, visitors and partners through a mobile community app. Its functionality goes beyond providing access to the building and the booking of facilities to encouraging participation in events and creating personal connections with the physical place.

The team’s brief was to position, personify and purpose a place brand for the Bay community, to help name and design the brand identity and to also define the types of activities and events it promotes.

The challenges & opportunities

1
1

How do help define the activities and events that create a strong place brand experience?

2
2

How do you create a meaningful lifestyle symbol for a community?

Brand Personality

We invested time in getting the positioning and the persona of the brand right. We deepened the brand personality by expanding on the areas of career, personal, lifestyle and social. This was an important step in defining naming territories for the new brand and also in generating stimulus materials for experiential ideas.

An ideation and co-creation session with the client team helped broaden the future place experience with fresh thinking around on-brand partnerships and event programming. The output of this session formed a brand launch and communication plan over three phases.

Brand Identity

The word BAY is given emphasis and meaning through a sophisticated yet approachable typographic identity that features a friendly typeface.

A variation of the tilde symbol (~) forms the Wave device. The tilde symbol is typically used as a mark over various letters to indicate a variety of sounds in different languages and, in some contexts, is also used as a notation for recording sequences of action. It also carries a relevant association with the idea of water and it conveys a dynamic place flowing with diverse activities and various events and always in constant motion.

Identity System

The flexibility of the device comes through in the application of colour – to signal various offerings – and the ability to hold patterns within the device itself.

And a simple brand language, corporate yet accessible, was crafted to communicate the various categories of By the Bay activities and supported with customised iconography.

Brand Applications

With the potential of becoming a simple, iconic place marker once the brand is established, the device becomes a lifestyle symbol for the Bay Community.

Digital

Finally, we applied the brand identity to a mobile app interface, delivering the front-end digital design as inspiration for the development team, and directing the styling of digital assets through a collaborative session with the back end development team.

The team at Sedgwick Richardson are great to work with,  they are extremely organised, detailed and connected immediately with our challenge of developing the unique By the Bay brand for our place making application to engage our office community.  Our partnership with Sedgwick Richardson has successfully assisted to strengthen our brand and reputation.

Mr Sim Puay Kiak
Deputy Chief Executive Officer | Raffles Quay Asset Management
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