Geneo
Where human ingenuity comes to life
Where human ingenuity comes to life
Challenge
Developed in the 1980s, Singapore Science Park has stood for the city state’s ambition to be a leader in R&D. Over time with the rise of other more specialized innovation zones within and outside of the country, Science Park had lost some of its lustre. CapitaLand responded with a multi-million dollar investment in rejuvenation focused on the growing area of Life Sciences. This included constructing new buildings and labs. We created a new brand for this cluster with the aim to elevate the perceptions of Science Park itself.
Developed in the 1980s, Singapore Science Park has stood for the city state’s ambition to be a leader in R&D. Over time with the rise of other more specialized innovation zones within and outside of the country, Science Park had lost some of its lustre. CapitaLand responded with a multi-million dollar investment in rejuvenation focused on the growing area of Life Sciences. This included constructing new buildings and labs. We created a new brand for this cluster with the aim to elevate the perceptions of Science Park itself.
Solution
We needed a name that lived up to this proposition. We Aldo needed the name to allude to life sciences. After much deliberation, we hit on a name that does both. Enter 'Geneo' a name with multiple meanings. A word with the building block of life sciences - gene embedded in it. A moniker for the next generation of scientists - Generation Neo.
We needed a name that lived up to this proposition. We Aldo needed the name to allude to life sciences. After much deliberation, we hit on a name that does both. Enter 'Geneo' a name with multiple meanings. A word with the building block of life sciences - gene embedded in it. A moniker for the next generation of scientists - Generation Neo.
We created a liberating visual language that celebrates networks and interconnectivity. In reference to the allure of the experience of the new science park, these pathways could be organic, physical, social, or digital. And we placed the spark at the center of them, a beautiful reminder of the origins of life and innovation.
2023. Creative Director. Superunion. Singapore.
We did a semiotic understanding of science trends and how the way we engage with it has changed over time. Science is no longer associated with lab coats and microscopes – it now is a refreshing signal of progress and innovation. The more science inspires lifestyle and technology it delivers gravitas and contemporary appeal like never before.
Science Park had lost some of its lustre. CapitaLand responded with a multi-million dollar investment in rejuvenation focused on the growing area of Life Sciences. Enter GENEO a name with multiple meanings. A word with the building block of life sciences - gene embedded in it. Coupled with a visual language that celebrated the origins of life and ideas: A spark.
