City Serviced Offices picks new branding and design partner

Singapore-based City Serviced Offices (CSO) has appointed 8traordinary as its branding and design partner, as part of a wider transformation aimed at repositioning the business for the future of work.

Under the remit, 8traordinary will develop a new visual identity, lead the marketing rollout, and revamp CSO’s website. The agency is also tasked with building a refreshed messaging framework aligned with the company’s updated brand proposition.

Founded in 2003, CSO is a wholly owned subsidiary of City Developments Limited and is among Singapore’s early entrants in the serviced office space. The rebrand follows a broader workspace revitalisation completed in 2024, which introduced more configurable, productivity-driven environments.

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With its flagship location at Republic Plaza, CSO has supported a range of clients, from startups to multinational corporations, over the past two decades. The latest brand refresh reflects a shift towards more customisable offerings, while leveraging CDL’s global network.

According to the company, the rebrand is intended to move CSO beyond its positioning as a traditional serviced office provider, towards a more flexible, customer-centric workspace model.

As part of the transformation, 8traordinary adopted a human-centric approach to highlight CSO’s emphasis on hospitality, aiming to reshape perceptions of serviced offices in an increasingly hybrid work environment.

The updated identity positions CSO as a modern workspace provider focused on scalability and flexibility, as businesses continue to adapt to evolving workplace demands.

“Our hospitality-first approach has always set us apart. This rebrand captures that spirit ethos while giving CSO a contemporary modern identity that reflects who we are today," said said Annie Abraham, vice president and head of CSO.

She added, "We’re delighted to mark this milestone as we enter our next phase of growth and transformation as a premier workspace solutions provider, and we're excited to work with 8traordinary to bring this vision to life.”

In tandem, Jeffrey Lim, managing director of 8traordinary said, "We believe that rebranding is often about building on a legacy, instead of creating a new one."

“Successful rebranding deploys the company’s core values as an authentic starting point, acknowledging its evolution and leveraging its reputation. We’re extremely glad and proud for the opportunity to work with CDL and CSO on this rebranding project to showcase their unique hospitality offerings in this space," he added. 

This latest appointment adds to 8traordinary’s growing portfolio in the real estate space. In June last year, real estate investment and asset management firm Arcc Assets named the agency its social media agency of record following a competitive pitch.

The 12-month remit saw 8traordinary lead content planning, production, social media management and digital marketing, with a focus on refreshing Arcc Assets’ content strategy and strengthening digital engagement.

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