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Work —


Underdog: Lawrence Lloyd
Project: Asia Square
Discipline: Branding

When MGPA acquired two significant adjacent plots of land in Marina Bay, Singapore’s new Central Business District, their strategy was to develop a flagship property that would attract international MNCs. 

Sustainably designed to world class standards and with huge, regular-shaped column-free footplates – the building’s design epitomises impressive space and energy efficiencies. These efficiencies became the driving force behind the brand, being encapsulated in the tagline “the economies of scale”. 

Lawrence developed the name, creative concept for the marketing campaign and designed and produced the sales brochure, direct marketing flyer, website and premiums. He also produced the sales video and directed the design of the showsuite.