CapitaLand’s newest development came with a challenge at the beginning: One Pearl Bank would be situated atop Pearl’s Hill, taking the spot where the iconic Pearl Bank Apartments once stood. Our task was to change the mindset surrounding the old apartments, and usher in the new One Pearl Bank by approaching the project from a completely new perspective.
We create original content for One Pearl Bank’s digital and social platforms through photography, videography, and copywriting. We have a hand in organising and managing on-the-ground activations, and also take on the role of consultants, advising on everything from road shows, advertisements, physical installations, and more.
Our work for One Pearl Bank was recognised as a finalist in the Excellence in Brand Strategy category for Marketing Interactive’s Marketing Excellence Awards 2020.
2019 – 2021
PHOTOWALK
UNIFORM helped to organise and host a photowalk at Pearl Bank Apartments before its demolition, giving architecture, culture, and photography enthusiasts an opportunity to explore the building that was once only open to residents.
TIMELAPSE VIDEO
We also conceptualised, directed, and shot a timelapse video to document the making of a 5-metre tall scale model of One Pearl Bank, situated in the property’s sales gallery. Filmed over four days, the video shows the immense time, effort, and planning that went into the creation of this model—and by extension, One Pearl Bank itself.
TEASER GIFS
CAMPAIGN IMAGES
We approached this project from a completely unconventional point of view—for our first campaign, we wanted to highlight key selling points, businesses, and areas of interest around One Pearl Bank. The result was a series of nine images curated and created to cover different aspects of life around the development. Each image comprised of elements that represented different business or places: a chess set for the old uncles at Chinatown Complex, for example, or a slab of raw steak to represent Michelin-starred restaurants in Keong Saik. Visit One Pearl Bank’s Instagram page to delve deeper into the campaign images.
BROCHURE/LIFESTYLE IMAGES
Aside from digital content, we photographed images around the neighbourhood to form part of the development’s sales brochure. The images were meant to capture a Singaporean form of ‘hygge’—a warmth and cosiness familiar to Singaporeans—which was an overarching theme for One Pearl Bank.
SALES GALLERY PHOTOGRAPHY
WEBSITE DESIGN
UNIFORM provided the visual direction and design for One Pearl Bank’s website.
ON-THE-GROUND ACTIVATIONS
We also conceptualise, organise, and manage events at the One Pearl Bank sales gallery to activate the space and bring the community together to get a taste of Life Lived Whole. The images below are from a Christmas workshop conducted in December 2019, where participants created their own Christmas wreaths, kodedamas (moss ball), and indulged in a festive feast.
View more images from the event here.
