Paragon Campaigns
A complete series of campaigns developed for luxury retail mall Paragon. After being appointed by the client, the design agency was tasked to re-establish the brand's superseded visual vocabulary.
Expanding from its platform idea: 'The Other Side of Luxury', the first campaign's objective is to crystallise Paragon’s principal categories. The creative direction sought to craft a language synonymous to international fashion campaigns.
Portraying the mall in its best angles, and working alongside celebrity photographer and stylist, Wee Khim and Johnny Khoo, this high-end campaign completely redefines the game of retail branding and sets a new bar for the brand’s visual language.
The second campaign revolves around Paragon’s seasonal launches, conceptual graphics suggest the understated luxe that is evident in the mall’s high-fashion tenants, depicting a clean and distinctive message for every stage and occasion. The visuals are crafted once again with Wee Khim, Johnny Khoo, and J Studio.
Once the mall had established its positioning successfully, the client then commissioned NEIGHBOR to revitalise the visual communications of Paragon Medical, a premier collection of medical suites located behind the shopping centre. Medical equipment and tools are coated with an opulent gold to anchor its distinctive standard in the healthcare industry, the key visual is then expanded into the rest of the brand stationery.
For Paragon’s celebration of Singapore’s 50th birthday, the art direction takes inspiration from vintage botanical illustrations, portraying the nation’s blossoming into 50 years — An air of modern elegance mixed with old-world charm. These classical floral illustrations are a reminiscent of Singapore’s humble beginnings as a rural, tropical island. In contrast with sleek and modern typography, they form an artwork that is understated yet unexpected, encapsulating Singapore’s rich history and future as a thriving garden city.
