Crafting a Fashion-Forward Identity in Singapore's Evolving CBD
OUE Downtown is a mixed-use development in Singapore’s CBD district. Designed by architect Lim Chong Keat, it was Singapore’s tallest building upon completion. Formerly known as DBS Towers, this integrated landmark brings together two office towers, serviced apartments and a retail podium spanning a 262-metre street frontage.
Positioned to shape the emerging ‘Work–Shop–Play’ lifestyle in the downtown district, the evolving landscape signalled the moment for the former DBS Towers to step aside and make way for a bold new brand to emerge.
Crafting the identity for such a prominent new urban landmark required nothing less than a striking solution – one that could step out with confidence and make its mark within the concrete jungle of Singapore’s commercial core.
Brand Story and Identity
Creating OUE Downtown demanded more than placing a new name on a new building. The brand needed to define an experience, one that could unify the diverse components of an integrated mixed-use development while still expressing a distinctive personality at the heart of the city.
Brand Architecture
The architecture itself required a bespoke brand architecture to bring coherence across office, retail and serviced apartment offerings.
Brand Messaging
At the same time, the brand needed not only to look the part but to speak with clarity and conviction, establishing a voice that would stand out in the crowded landscape of commercial property brands.
“Uptown Style, Downtown Attitude” became the driving force behind the new identity, captured in the idea of “Standing up, Stepping out”. The visual identity adopts a bold, fashion-forward attitude expressed through a striking colour palette, an arresting photographic style and an outspoken language, all carefully curated to signal a distinctive experience.
Designed to stand tall and command attention, OUE Downtown steps confidently onto the catwalk of commercial property brands jostling for recognition in Singapore’s CBD.
