Reframing and renaming IPI as Singapore’s leading innovation agency helping companies connect to a global network of advisors in a unique innovation marketplace.

The Challenge

IPI is the leading Singapore agency for Innovation under the wing of Enterprise Singapore. Widely misunderstood as as an intellectual property advisor, the agency wanted to re-establish itself as an innovation specialist with a broad range of advisory skills and an innovation gateway for Singapore companies through a global innovation market place connecting advisors and technologies in a global network.

The Insight

DIA proposed a name change from ‘Intellectual Property Intermediary’ to ‘Innovation Partner for Impact’. This was articulated through a new positioning and purpose anchored on ‘Growth Beyond Boundaries’ expressing IPI’s focus on effective and purpose driven innovation for business, social and cultural impact.

The new positioning has been articulated through a strong new visual identity system (VIS) anchored on a core brand identity expressing the input of innovation, through effective partnership, to deliver clear impact as it’s desired outcome.

The brand identity and messaging has been expanded across a broad based traditional and digital media launch in November 2020 commencing with a ministerial announcement at IPI’s Techinnovation Forum.

The Impact

The refreshed branding has gained significant recognition and as of January 2021 the launch campaign is exceeding all it’s target benchmarks for engagement, response and activation. The branding has acted as a platform to transform the agency and help realise the vision for IPI to be the leading innovation partner in Singapore, Asia, and working with a network of innovation partners across the world.