I could still remember the very initial meeting when an appointment was scheduled one week in advance to meet the management of Burger King Singapore.

And it’s luck that i was struck by the highest fever of my life on that very day.

39.5 degrees Celsius.

The body was shaking vigorously and efforts was needed to stop it from doing so. Walking also seems to be like floating on water too.

In any case, i am glad to have insisted on attending the discussion where the initial pitch for the projects begins and the relationship starts to foster.

Edifice was honored to be selected as the appointed agency to bring out the flame grill and flavorful taste of the burgers, visually.

Garibaldi is one of Singapore’s most popular and respected Italian restaurant landmarks.

Located along the trendy Purvis Street, Garibaldi provides a fine example of a stylish Italian eatery – modern, elegant yet friendly and dynamic.

Distinguished for its fascinating character and strong identity, the atmosphere in the main dining area is always stylish without being stuffy.

Garibaldi Pte Ltd is managed by the Garibaldi Group of Restaurants (GGR).

Edifice was appointed to revamp her corporate website which was last developed in 2006.

Before the revamp, all 4 restaurants were parked on the same domain name and shared the same layout of the website. See old version below.

After the revamp,

www.garibaldi.com.sg
One of the significant strategies proposed by Edifice was for Garibaldi to adopt the ‘brand portfolio’ strategy for her web presence where every restaurant was given:

1. A distinctive color scheme
2. A series of detailed and exquisite Victorian age ornaments that are sprinkled sparingly and carefully throughout the sites
3. Unique domain name to differentiate themselves.

Hence, creating a clearer brand recall impression for the customers to who visited their restaurant.

See also, Menotti and Ricciotti below.

www.menotti.com.sg

www.ricciotti.com.sg/riverwalk

www.ricciotti.com.sg/chinasq
The reason for the Victorian age ornaments as decorative items brings us back to our research on the history where Garibaldi, Ricciotti and Menotti are all historical figures of Italy.

Mood board and development process for Menotti:

Mood board and development process for Ricciotti:

After establishing the differentiation, a common point of similarity was maintained to reflect the restaurants were under the same group by using the gradient of black.

Hence when the patron visit the site individually, the brand stands out distinctively and when it’s an evangelist customer of the Group who visited all the other restaurants before, will be able to see the artistic relationship.

Web Technology:
HTML, Flash & PHP

Subtle flash animation was applied to elevate the elegant feel of the site while HTML were applied on the menu and promotion’s page where weekly updates were expected for the ease of maintenance (instead of embedding it in Flash or using the unfriendly approach of having to download the PDF menu).

Conclusion:
This case study illustrates Edifice’s approach on handling a brand portfolio scenario yet being able to portray the different brand’s close relationship visually as a group and applying the best suited technology for the different sections for the site.

The Bathroom Gallery is the sole distributor for various European designer sanitary wares.

Her target audiences are interior designers, architects and property developers who seek the finer details in their home design and not forgetting the end consumers who are willing to pamper their hard day work in the luxurious bathroom.

The Bathroom Gallery’s initial website was developed in 2002 and was hence, outdated.

Edifice was appointed to revamp her site. One of the main challenges was to include the highly regarded 300 products (out of the 1000+) on her new site. Bearing in mind that the site was to be coded in Flash, Edifice also had to prepare the site to be easily updatable as the product catalog is expected to change occasionally.

The site were therefore programmed in dynamic flash.

Other than the technical concern, Edifice also paid careful attention to bring out her brand identity.

Studies were made from the newly renovated showroom to her range of lush wares.

With the collections of the information, Edifice went forward to build The Bathroom Gallery’s online identity that portrays her high life designer brand.

Development process:
After the approval of the creative brief, the content layout (see below) was prepared before the creative mockup.

Lastly, flash animation was applied on the entire site.

Web Technology:
Flash & XML

Website:
www.wantai.com

Hotel Windsor Case Study
Ideally located in MacPherson, Hotel Windsor is a stone throw away from the Mass Rapid Transit transport system to give visitors a speedy, comfortable access to major routes island wide.

Hotel Windsor is decorated in warm hues and designed for comfort and spaciousness.

With 200 guest rooms and 20 minutes drive to most of Singapore’s attraction, Hotel Windsor wanted her web presence to resonate with her hotel’s presence.

Newly renovated and keen to generate online awareness for visitors staying in Singapore, Edifice was privileged to be appointed for this task.

Ground research was done by visiting the hotel and detail observation was carried out on the hotel’s surrounding. Studies were made the color tone that the hotel lobby projected, the texture of the wall paper that was applied to the guest room to the atmosphere that the entrance’s of the lobby carries. With these elements in mind, Edifice went forward to build Hotel Windsor’s online identity that truly carries her character. Our involvement was expanded into Café Windsor where patrons’ will experience an introductory tour that has been put up on the plasma televisions in Café Windsor.

Testimonial
“Most Vendors worth it salt will stand up. Only those with true patience and perseverance will pass the test of time and be a Winner. All the best, my friend!!”

Mark Khoo, General Manager of Hotel Windsor

Web Technology:
HTML, Flash, PHP

Website:
www.hotelwindsor.com.sg

This artfully restored 4-storey boutique hotel with 82 guest rooms is the perfect getaway for both leisure travelers and local visitors. Gateway hotel has retained its nostalgic charm without compromising on modern facilities. An affordable hotel in the civic district of Singapore just a stone’s throw away from the Malay Village, it fits snugly amongst the traditional shop houses along a thriving hub of Joo Chiat Road. You will be captivated with the vivacity of a convenient location amidst a rich heritage of old-world charm. During the initial fact finding it was discovered that the boutique hotel had recently instilled the hotel with fresh and innovating theme rooms featuring Safari Wild Life, New York Subway, English Cottage, English style to Japanese themed room. Our involvements were to inject a dose of fresh image to align their web identity with their hotel’s revitalized presentation. Tourist information was also included so as to make the site as helpful to the travelers as possible. Apart from the site’s layout, theme and content, an online reservation system was tailored for Gateway Hotel to allow their guests to reserve rooms via the web interface. The reservation system was also coupled with a backend room management system that allows the management to track the guest’s booking record, block out certain dates (to disable reservations) during peak seasons and adjusting room prices during seasonal periods.

Web Technology:
HTML, Flash, Ajax, JSP (Running on Tomcat)

Website:
www.gatewayhotel.com.sg

3M Singapore is a wholly owned subsidiary of 3M Company.

Serving customers in more than 200 countries around the world, 3M Company is a highly diversified, multinational, technology corporation with operations in more than 60 countries. The company’s 67,000 people use their expertise, technologies and global strength to lead in major markets: consumer and office, display and graphics, electro and telecommunications, safety, security and protection services, health care, and industrial and transportation.

3M has a long history of inventing many innovative and useful products that make people’s lives better. Besides satisfying its customers with superior quality, value and service, 3M is also about contributing towards a better social and economic environment for the public.

3M’s leading brands of products in the worldwide markets include 3M™, Scotch®, Post-it®, Scotch-Brite®, and Command™.

Edifice was appointed by 3M Singapore for her press ad in Today (local newspaper). The press ad needs to communicate and raise awareness of her fair in Giant Tampines and Giant IMM.

Having an array of brands and a myriad of products to showcase, it was challenging to fit every item into the ad without looking like another cluttered, ‘directory listing’ type of message.

Edifice’s approach was to inject an emotional feel into the deliverables. At the topmost portion of the ad was a cottage’s roof that was drawn to symbolize that 3M is a household brand and secondly to draw the relevance that 3M’s products are used mostly within the consumers’ family.

There are several announcement to be made on the advertisement and instead of huge fonts and strong texts to elaborate those points, an illustration of the Post-it notes was being pasted on the bulletin board (see left top portion of ad) displaying Post-it’s notes’ actual application.

Established in 2003, Amici is a fine dinning Italian restaurant that started with her first restaurant in Holland Village. Customers loved the authentic Italian cuisine and their award winning tiramisu, which later on spurred Amici to setup another outlet in Tanjong Pagar.

Soon after the opening of their second branch, Amici found that the time was right to build on their awareness and appointed Edifice to create their brand existence online.

Before embarking on the project, we examine Amici’s existing brand materials, dinning ambience, utensils, menu and also sampling of her food by dinning in.

Posh and elegant were the words to describe the restaurant. However to translate the experience into visual, the color of sleek black was introduced for her online identity (website) as black carries the symbolisation of premium and class.

Making use of the visual materials (artistically taken photographs of the food/premises), an instrumental track was also added to Amici’s website so as to capture as much senses of the consumer as possible.

The menu was placed online so that consumers could browse through and plan their lunch/dinner in advance so as to resolve the immense selection with ease.

Amici’s frequent tie up with the various banks and exclusive credit cards boosts the traffic to of her website.

Amici now enjoys an additional 15% increase (with respect to her total sales) of business from her online reservations system (and sales from the dinning vouchers, online).

Web Technology:
HTML & Flash

Website:
www.amici.com.sg