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

The brief

Singapore’s skyline is set to soar to new heights with the addition of Tanjong Pagar Centre. A seamlessly integrated office, retail, luxury residential and hotel development, Tanjong Pagar Centre will be Singapore’s tallest building, rising to 290 metres above sea level when it’s completed in 2016. The centre will be a new landmark for Singapore’s evolving Central Business District as it grows southwards. Our task was to create an exclusive marketing experience that took a holistic approach to the centre’s offering.

Connecting the dots

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How do we reflect the synergies between the commercial and residential elements of this integrated development?

We took a brand architecture approach to Tanjong Pagar Centre, strengthening the visual connections between the different aspects of the development. We also used images, symbols, video and installations to emphasise the soaring heights Singapore’s newest development will bring to the city-state’s skyline.

We devised a striking brand symbol that evoked the development’s height and holistic offering, and we applied the idea of “Rarefied Air” to the sales gallery. Meanwhile sculpted entrance signs helped us create a sense of stature and exclusivity. We also applied large-scale environmental graphics to show the premium positioning of the development’s integrated components, and we conceptualised and commissioned aerial photography, putting together a floor-lit image installation that gave viewers the feeling of looking down from great heights.

The sense of elevation was further heightened by a panoramic time-lapse video of Singapore’s ever-changing horizon. This was projected onto screening room walls with impressive 6-metre high ceilings.

For the development’s VIP launch event, we created special event collateral, including silver foil-embossed invitations. We connected the design for these invitations to the brand through a repeat-pattern graphic motif found in the interiors at the development.

Elevating The Brand Identity

Our team extended the master brand identity to a suite of marketing and advertising tools we developed to support the sales and marketing of Tanjong Pagar Centre. For Guoco Tower—the centre’s office and retail space—we expanded the identity to focus on the safety net in place around the building while construction was underway. Functional and benefit-driven messaging emphasised the building’s Grade A space, its redundancy plans and environmental performance specifications—all complemented by an aspirational video that even included a private jet scene. The result? An integrated brand solution that encapsulates high-performance commercial real estate branding in every sense.

Using brand architecture to take Tanjong Pagar Centre to new heights

When it came to the Clermont brand, the luxury, residential side of the development, our aim was to adapt it for the local market, while integrating it into Tanjong Pagar Centre’s master brand strategy. By carefully crafting brand assets such as photography and video content, plus segmented messaging, we were able to balance the unique and exclusive aspects of 181 luxury serviced residences with the master development brand. The final element was an exclusive brochure highlighting Clermont Residence’s prestigious amenities and high-status features, introducing the residential development’s rarefied world to a fortunate few.

The performance

Tanjong Pagar Centre launched with a highly successful event. With a guest list of VIPs from around the region, it generated significant coverage by trade and national media. Our experiential branding solution heightened awareness and inspired desire in the development’s target audiences.

I would like to thank the team at Sedgwick Richardson for a job well done.

Trina Loh
Managing Director | GuocoLand Singapore
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