Our interior partners Designlogix, also part of the Level5 Creative group, asked us to add some spice to the Axiata Centre at Quill 7, Sentral. We started off with a typographic wall near the entrance. We utilised keywords that represented the Celcom-Axiata brand, and also its triangular elements. We’re currently working on an extension of this (shown in pic above) which would cover a wider area near the entrance.

By the time you read this, our large format printing partner Big Wig would have installed the 33ft height pop art wall inside the center. Being a big fan of Warhol, this was a little project we enjoyed getting down and dirty with. Andrew Lee of Art Dynamics provided the expert photography services while we art directed the spirited, crazy bunch of multi-national Axiata personnel, including their management/directors. Conversions from post produced images took about 3 days.

More exciting, funky stuff will be happening at the Celcom-Axiata Interactive Center soon!

Menara Binjai Logo Visuals

When we were called in to develop branding and communications for a green building project by Khor Joo Saik, a Malaysian private investment company, we were ecstatic. Principle reason? We’re passionate about being green and sustainable. We’re always on the look out for green projects whether big or small to be involved in. So this was certainly a huge green opportunity.

Enter Menara Binjai, a 35-storey Grade A corporate office tower, certified Gold by Green Building Index (GBI) of Malaysia and BCA Green Mark of Singapore. Located right smack in the heart of KL, Menara Binjai was initially named CSS Tower – initials for the ambitious man who started the project, the late Dr. Chua Seong Siew. The site which Menara Binjai is built on was the family home of the Chua family since the 1930s. The legacy continues with the current generation of the Chua family, who also own the landmark Coliseum Cinema and Cafe.

Taking on the project meant an opportunity to work hand-in-hand with the dynamic Chua family, project manager KJS, award-winning architect Veritas Architects, official leasing agent Jones Lang Wootton, 3D visualization company Primedia (who also developed the sleek website); and our PR partner Jireh Consult.

The starting point, to state the obvious, would be to develop the logo identity then work outwards from there. Clearly inspired by the building design, we explored several executions for the initial logo concepts. Our goal was to find a middle ground between contemporary, corporate and natural, green. It had to represent progress and sustainability. It needed to be professional, appealing, recognizable.

We were very close, even in our preliminary round of presentations. However, the tweaking and further refinement of the final options took nearly two months. As they say, “The journey is the reward.”

Here’s the final logo.

Menara Binjai Final Logo

From the logo, we quickly moved into creating the marketing collateral, press ad and other communication materials. Priority went to the marketing brochure, visual elements onsite including hoarding and site banners. We had anticipated challenges with the production of the brochure as we, naturally, opted for eco-paper (sourced from Fine Paper Takeo). Eco-paper is always very tricky to print on due to its absorption characteristics and reaction to ink. Nonetheless, after much testing internally, the end result exceeded expectations. Hats off to the boys at Five Stars Press.

Menara Binjai Brochure Cover

Menara Binjai Press Ad

Site Hoarding

To complement the website and overall marketing efforts, we recently assisted in setting up a Facebook page for the project. More great things to come as the building construction goes full steam towards completion in Q4 2011.

Have feedback? We’d love to hear from you.

MeatWorks Restaurant, the contemporary restaurant based in Solaris, Mont Kiara is fast becoming THE place for good, juicy, melt-in-your-mouth steaks. MeatWorks has been one of the most challenging and fulfilling project for scratchdisk ever. Aside from developing the brand, visual identity, advertising and web, we also helped MeatWorks to take advantage of social media with strong presence in Twitter and now, Facebook. It’s been quite a journey, stay tuned for more great things from MeatWorks!

+ Follow MeatWorks on Twitter
+ Add MeatWorks as a friend on Facebook
+ Be a fan of MeatWorks on Facebook

The Icsid World Design Congress 2009 will be held from 23 to 25 November at Suntec International Convention and Exhibition Centre in Singapore. Themed “Design Difference – Designing Our World 2050″, this year?s Congress will directly address today?s global challenges in an attempt to deliver powerful propositions that will shape the world of 2050. We expect professional associations, societies, institutions, government bodies, and corporations from around the world, coming to partake and contribute.

To reach and embrace the future, we will go beyond the conventional congress approach by engaging keynote speakers, design leaders and delegates to interact and collaborate before, during and after the event. For the very first time, we will feature inter-active and participative mini-symposia ? “Design2050 Studios?, led by world-renowned creative experts including Chris Bangle of Chris Bangle Associates, and Stefano Marzano of Philips Design. In the months leading to the Congress, each design leader will head up a team of four to six individuals from multi-discipline backgrounds to create a Design2050 proposition, by imagining, conceptualising and visualising a desired future. The propositions will be presented and discussed during the Congress.

The three-day event will feature presentations by design leaders in the morning sessions. In the afternoon, each Design2050 Studio will present their concepts, followed by panel discussions where you will get an opportunity to discuss and refine the scenarios and transform them into practical realities.

For more information and registration please visit: www.icsidcongress09.com.

Check out the keynote I did for UrekaWeekend yesterday, on Slideshare >

Partnering DesignLogix, Paper Cut Ideas, Simpleet Solutions and Wilfredstudios, scratchdisk creative is now part of a bigger entity. Consisting of young, dynamic, tech-savvy and mobile creative teams, Level5 Creative Group offers a unique blend of creative solutions in design, advertising, branding, interior branding, web and visual communication.

Looking to bring your business to a higher level? Level5 is here to help.

A great read on how Braun’s Dieter Ram has influenced Apple’s head designer Jonathan Ive throughout Apple’s product range and which provides clues to Apple’s design direction in the future. Some core principals that both Braun and Apple share include:

• Good design is innovative.
• Good design makes a product useful.
• Good design is aesthetic.
• Good design helps us to understand a product.
• Good design is unobtrusive
• Good design is honest.
• Good design is durable.
• Good design is consequent to the last detail.
• Good design is concerned with the environment.
• Good design is as little design as possible.

> More from Gizmodo

RPC is also home to The R3gister – the official R3 Club – www.r3gister.org

scratchdisk creative is proud to be the creative agency for RACE and RPC, having a similar passion and background for cars, racing and motorsports. scratchdisk undertakes all creative matters with regards to visual identity, advertising and design. An ad campaign is currently on the way, as well as marketing collateral. scratchdisk is also working hand-in-hand with RACE on an ambitious project to design, develop and launch limited edition cars. This will take place over the next 6-12 months. scratchdisk is responsible for the styling, visual identity of the vehicles’ interior and exterior as well as the marketing collaterals and advertising that ensues.

> Learn more about RACE – visit the RACE-RPC and SPS (Safety Performance Style) websites