100 Pasir Panjang
CEL Development’s new industrial building in Pasir Panjang, Singapore was designed to look unique but it was also disadvantaged by a modestly-sized footprint. In collaboration with ad agency TFO, Zebra developed a launch campaign that positioned it strongly as well as giving it further stature by naming it ‘100'.
Positioning it as an iconic industrial building offering an upmarket, premium business experience, a bespoke logo was created to match its unique looks, with the details of the identity mirroring the building’s quirky slatted design.
Zebra also developed a campaign of launch ads and direct mailers which subtly suggested the endorsement of the property by market experts and importantly, stood out because they did not look or sound like the conventional property advertising that consumers in Singapore are inundated with.