Paya Lebar Green
A Place For Everyone
Envisioning a workplace that redefines corporate life through innovation, sustainability, and connection.
Brand Strategy · Identity · Brochure & Collateral · Films · Hoarding & Signage · Show Suite · Website
INDUSTRYCommercial Development
AGENCYWordsearch
CLIENT Lendlease, Certis Group
Brand strategy & positioning, identity, and a comprehensive collateral system — including brochures, flyers, films, hoardings & signage, leaflets, presentation decks, show suite design, technical drawings, and a website — for Paya Lebar Green, a two-tower office destination by Certis and Lendlease in Singapore's eastern business district.
Two buildings with different specifications — a new 12-storey Grade-A South Building and a renovated 8-storey North Building — required a unified brand to present them as a cohesive decentralised office destination, avoiding a mismatched appearance.
A five-pillar strategy is clearer when presented as a unified, flexible graphic system rather than as five individual messages. A scalable, croppable chevron motif can represent all five pillars without compromising the brand's integrity.
A chevron-and-circle supergraphic system on a dark green, bright orange, and lime palette, set in the Circular typeface — documented in a comprehensive brand guideline.
Website and app-style layouts (desktop and mobile) leading with "A Place For Everyone," anchored by an interactive connectivity map showing travel times by car and MRT to key Singapore destinations.
Brochure, hoarding with leasing contact details, and a physical show suite exhibit — moss-wall backdrop, five-pillar signage, awards and accreditation display, and a scale model of the towers.
A brand system centred on a secure guideline document, covering two buildings and a five-pillar strategy under a single identity. This is implemented across the brochure, website, and a fully built show suite exhibit on-site, which includes a scale model and an awards display.
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