CEL Development’s new industrial building in Pasir Panjang, Singapore was designed by local architects Ministry of Design and was created to look unique and to offer an upmarket, premium business experience. In collaboration with ad agency TFO, Zebra developed a launch campaign that positioned the property strongly as well as giving it further stature by naming it ‘100’.
We designed an identity that reflected 100 Pasir Panjang’s unique looks, with the details of the logo mirroring the building’s quirky slatted design. We also developed a campaign of launch ads and direct mailers that subtly suggested the endorsement of the property by market experts. The campaign stood out because it did not look or sound like the conventional property advertising often seen in Singapore.