Fraser’s Co-Working Space: Beyond M2
Frasers, a renowned property developer, aims to create a coworking space/think-tank as their strategy to establish themselves as the creator’s hub of Singapore’s next gen placemaking pioneers. Beyond M2 is created for co-working, co-creating, and collaborating in the retail, design and property industry.
The client is drawn to the idea of a space where transcends four walls (hence the name Beyond M2).
The Strategy
1. It’s about shifting perspectives
From Frasers being known as a leading property developer to an industry expert.
2. It’s about thinking beyond the box
Differentiating themselves from competitors by challenging the way spaces have been designed and built.The Solution
Creating a fresh identity for the space by reintepreting the meaning of ‘lines and volumes’ in building architecture. Translating the meaning of perspective into an edgy and bold logotype and into the brand expressions.
Frasers, a renowned property developer, aims to create a coworking space/think-tank as their strategy to establish themselves as the creator’s hub of Singapore’s next gen placemaking pioneers. Beyond M2 is created for co-working, co-creating, and collaborating in the retail, design and property industry.
The client is drawn to the idea of a space where transcends four walls (hence the name Beyond M2).
The Strategy
1. It’s about shifting perspectives
From Frasers being known as a leading property developer to an industry expert.
2. It’s about thinking beyond the box
Differentiating themselves from competitors by challenging the way spaces have been designed and built.The Solution
Creating a fresh identity for the space by reintepreting the meaning of ‘lines and volumes’ in building architecture. Translating the meaning of perspective into an edgy and bold logotype and into the brand expressions.
Client: Frasers Property
Agency: Sedgwick Richardson
Creative Director: Mohd. Fauzi
Design: Yvonne Chew
Agency: Sedgwick Richardson
Creative Director: Mohd. Fauzi
Design: Yvonne Chew
