Housing Development Board
- Punggol Project
To appeal to Singaporean with higher income level in buying a build-to-order government housing instead of a condominium, HDB decided to make future project more appealing with a more private housing like approach. This pitch required branding and ATL proposal from agency.
A nautical theme that ties in with the development’s waterfront location, the development in this approach is christened Polaris Punggol. Polaris is the name of the north star seafarers use for navigation and with this name, Polaris Punggol asserts itself as the shining beacon of waterfront living in the northern coast of Singapore.
To further the nautical theme, the marketing materials place the perspective in a bottle, similar to ship-in-bottle scale models. This also symbolises how a new standard of living pleasure has landed on the shores of the Punggol WaterWay.Vivid and vibrant orange hues make up the logo, whose celebratory and festive look communicates the jubilation experienced at Polaris Punggol. The star represents Polaris Punggol as the waterfront home to look forward to.
The agency won a 2 years contract with this pitch and still carry on working relationship with HDB up to this day.