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(Notes on) Selected Works 2009—2025 › The Orie
Identiy Design + Launch Campaign
The Orie
How do you design a brand that aligns with both present aspirations and long-term value?
Much of our work as graphic designers is ephemeral but identity design for a residential project carries a greater sense of permanence—it becomes an enduring part of the built environment and a lasting symbol of place community and legacy.
For The Orie, a luxury development by City Developments Limited, we collaborated closely with the client to create the name brand identity and full suite of launch materials. Careful attention was placed on ensuring the work conveyed a sense of timelessness and quiet refinement. The project demanded a careful balance of design craft and a strong understanding of local market sentiments. The scope included a 60-second promotional film, full-page press advertisements, a 40-page brochure, social media assets and other strategic awareness materials. Every element was designed to reflect the understated elegance and lasting quality of The Orie, providing a consistent and considered brand experience across all platforms.
Master Logo
The Orie name and brandmark draw inspiration from the architectural language of the development which features a series of elegant folds throughout its design. “Orie” combines references to “origami”—the Japanese art of folding—and “ie” (家), the Japanese word for “house”, creating a name that reflects both craft and home. The folded form of the brandmark expresses lightness precision and permanence, mirroring the values embedded in the architecture itself. This approach not only grounds the identity in the building’s distinctive design language, but also evokes a sense of artistry refinement and timelessness at the heart of The Orie.
Brandmark
The Orie is inspired by the traditional art of origami where delicate and precise folding techniques transform the familiar into something inspiring. This design principle is reflected throughout the architectural style of The Orie with its origami-like folds and distinct angular expressions.
Master Logo
Proportions
Much of our work as graphic designers is ephemeral but identity design for a residential project carries a greater sense of permanence—because it becomes an enduring part of the built environment and a lasting symbol of place community and legacy.
Social Media Reels
Every detail moves with purpose. The Orie’s brand story brought to life in motion—quiet deliberate and enduring.
Printed Brochure
The Orie’s brand identity was brought to life across multiple touchpoints, each crafted to reflect its understated elegance and lasting quality. The 40-page brochure, designed as an object of permanence, invites tactile engagement—an experience of tone, form, and refinement.
Our involvement in The Orie extended beyond naming and identity to the physical environment of the sales gallery. Working closely with the client team we provided design guidance for the gallery’s wall displays—ensuring brand consistency across information boards and spatial applications. The goal was to create a coherent visually engaging experience that complemented the architectural intent while articulating the development’s unique value. From typography to layout systems every design element was considered in context reinforcing the project’s identity and narrative. The result is a gallery space that informs with clarity and communicates The Orie’s brand with quiet confidence.
Designing within the sales gallery meant thinking beyond print—each wall and visual element had to carry the same calm elegance and clarity as the identity itself.
Client: City Development Ltd.
Creative Director: Edmund Seet / Kai Yeo
Designer: Marcus Choy
Project Coordinator: Edmund Seet / Serene Wu
Photography: Edwin Tan / Kai Yeo
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Byline—Bureau is the official website of Bureau Private Limited. Headquartered in Singapore, our work includes, but is not limited to: Brand Identity Design, Packaging Design, Editorial Design, Exhibition and Event Space Design and Strategic Planning. We think the expression “no sweat” is a hate crime.
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