Added Value brand development and marketing insights consultancy has created a new bold brand for OUE Downtown (formerly known as DBS Towers, 6 Shenton Way). It helped define the name for the mixed development and its new retail mall (Downtown Gallery) based on a clear brand strategy and mapped out the customer experience that delivers the promise.
Sandwiched between the old and new Marina Bay districts and the Tanjong Pagar neighbourhood, the towers play a significant role in the redevelopment of downtown’s commercial and residential community. Added Value’s insights revealed there is a desire for a destination which brings together the downtown community in an accessible way. The challenge was to create a place that would appeal to residents and city workers seven days a week, not just during office hours.
Drawing inspiration from the architecture and gentrification of the old financial district, Added Value has helped create an address where people can stay connected to the pulse of the city for work, life and play. OUE Downtown truly is different from the usual – it’s fearless and fresh, as seen in its newly launched hoarding with quotes for the quick witted urbanite – its “Business as Unusual” at OUE Downtown. Pedestrians identified with the quirky statements and started to tweet and post photos with the #DowntownGallery and #OUEBayfront hashtags. The new visual identity draws inspiration from the irresistible energy of the city’s stylish downtown vibe. The contrasting pairing of the bright neutral base plus the vibrant neon colour conveys confidence and boldness. Both the logotype and the intersecting lines symbolize the long, connected spaces of the building on a rational level. On a subliminal level, the graphic device also symbolizes the grid road system of large cities and suggests urbane, density and dynamism.
The new retail mall, Downtown Gallery is due to open in 2016. It is crafted to be The Central Business District’s premier shopping, eating and entertainment destination, representing the quintessential downtown lifestyle.