Place Branding
Property & real estate
Strategy ,
Design ,
Experiences ,
Sustainability ,
Place Branding
Property & real estate

A digital-led branding solution connecting professionals to their workplace

Raffles Quay Asset Management (RQAM) manages the flagship assets of Marina Bay Financial Centre, One Raffles Quay and Marina Bay Link Mall. In addition to the opportunity to connect the community of working professionals, tenants, visitors and partners through a dynamic place brand, a role also emerged for digital technology in place branding the workplace of tomorrow.

Wellbeing at work

A brand ideation and co-creation session with the RQAM team helped deepen the brand personality and broaden the future place experience with fresh thinking around on-brand partnerships, brand activation and event programming. With a focus on health, wellbeing and professional networking activities a brand launch and communication plan over three phases was created along with brand experience ideas and applications for healthy and active working professionals.

Thriving community

An iconic place marker becomes a lifestyle symbol for the Bay Community. By the Bay’s dynamic brand identity and language system was crafted to connect the community with a diverse range of activities, events services and facilities.

Championing sustainability

In line with the sustainability design of facilities and building operations, the community through Bay Green is able to participate in a range of sustainability initiatives such as minimising the prevalence of single use plastics, recycling, conservation of energy and water and waste management

Tomorrow's workplace

A By The Bay digital platform was developed to connect the community to the workplace experience of the future via a tenant mobile app portal offering seamless hospitality and digital tools to enhance the tenant and customer experience.

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


Transform Awards Asia Pacific 2020

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