Capabilities Archives - Page 6 of 8

22 May 2016

Carlton Hotel

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="349889" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] CARLTON HOTEL The heart of the city [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Re-positioning Carlton Hotel as Singapore's leading independent hotel brand to capture business travellers in "the heart of the city". [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_separator type="normal" up_style="px" down_style="px"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351213" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] Singapore Design Awards 2010 Brand Identity (Silver) [/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349892" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge The launch of a new wing for the 20-year old hotel demanded that Carlton relook at its brand positioning and refresh its dated persona. This was especially important against a landscape of booming tourist arrivals and as iconic destination hotels such as Marina Bay Sands and Resorts World Sentosa opened their doors. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight A melting pot of cultures and flavours, Singapore had served as a trading hub since its early days and continues to play the role as one of Asia’s most important commercial centres. Carlton’s location at one of Singapore’s busiest junctions in the heart of the city supports the notion of a hub, giving inspiration to the essence ‘Best of Singapore’ as the hotel reflects everything that is at the heart of the city. The idea of convergence has been captured in Carlton’s brand identity which took inspiration from grains of rice, in reference to the hotel’s location at Bras Basah, originally beras basah, which is Malay for ‘wet rice’, and is Singapore's original rice market. We went on to develop the identity and designs for Carlton’s Café Mosaic all day dining, Gravity Bar and Equator@Poolside Bar.[/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact A clearer definition of the brand fundamentals guides Carlton in the...

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21 May 2016

Peperoni Pizzeria

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350628" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] PEPERONI PIZZERIA Appetite for life [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Building more than a nice restaurant chain, but a brand that inspires love all around. [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_separator type="normal" up_style="px" down_style="px"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351216" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] Marketing Excellence Awards 2014 Certificate of Excellence [/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349994" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="2/3"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge Peperoni first launched in 2004 with one outlet in the leafy suburbs of Greenwood but its wood-fired pizzas and traditional pasta soon drew a following and more outlets sprouted. Whilst it was enjoying fair success, Peperoni lacked a distinctive identity and didn't stand out in the highly fragmented casual dining space. Its new outlets also lacked the vibes that made Peperoni, well Peperoni. [/vc_column_text][/vc_column][vc_column width="1/3"][vc_empty_space image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/3"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350629" img_size="full"][/vc_column][vc_column width="1/3"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350630" img_size="full"][/vc_column][vc_column width="1/3"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350631" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Bent on rediscovering what was at the heart of Peperoni, it wasn’t hard to see that the pizzeria was popular amongst groups who often gather in boisterous company to celebrate or simply have a good time over authentic Italian fare. Inspired by the Italian way of life, DIA crafted a proposition around the idea of ‘Appetite for Life’ that captures Peperoni’s mission to bring hearts and minds together to savour life in all its delightful flavours. The tagline ‘All We Knead is Love’ embodies Peperoni’s passion for great food and service. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349827" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349816" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349828" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349826" img_size="full"][/vc_column][/vc_row][vc_row...

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20 May 2016

Progresif Cellular

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="349778" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] PROGRESIF CELLULAR Towards a progressive Brunei [/vc_column_text][vc_empty_space height="90" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="5/6"][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text el_class="h1-title"] A complete makeover for a challenger telecom brand to take on the idiosyncratic market of Brunei. [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_separator type="normal" up_style="px" down_style="px"][/vc_column][vc_column width="1/2"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351213" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] SINGAPORE DESIGN AWARDS 2016 Communication: Branding (Gold) [/vc_column_text][/vc_column][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351212" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] Asia Communications Awards 2016 Best Brand Campaign Project of the Year [/vc_column_text][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349786" img_size="full" css=".vc_custom_1473414076517{border-top-width: 5px !important;border-right-width: 5px !important;border-bottom-width: 5px !important;border-left-width: 5px !important;border-left-color: #ffffff !important;border-left-style: solid !important;border-right-color: #ffffff !important;border-right-style: solid !important;border-top-color: #ffffff !important;border-top-style: solid !important;border-bottom-color: #ffffff !important;border-bottom-style: solid !important;}"][vc_empty_space image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_column_text] The Challenge With declining market share and diminishing relevance with the Bruneians, Progresif was facing the mammoth challenge of re-inventing itself to gain significant market share in the telco sector. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][/vc_column][vc_column width="1/2"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_single_image image="349787" img_size="full" css=".vc_custom_1463736679090{border-top-width: 5px !important;border-right-width: 5px !important;border-bottom-width: 5px !important;border-left-width: 5px !important;border-left-color: #ffffff !important;border-left-style: solid !important;border-right-color: #ffffff !important;border-right-style: solid !important;border-top-color: #ffffff !important;border-top-style: solid !important;border-bottom-color: #ffffff !important;border-bottom-style: solid !important;}"][/vc_column][vc_column width="1/2"][vc_column_text] The Insight Deep diving into the Bruneian psyche revealed the gap between the real self and the projected self. Although deeply rooted in tradition, we realised that Bruneians were also global netizens who were very future-ready. By giving power to the people with the freedom to do more, the real and the projected self will meet in the ‘Progresif self’. Staying true to the brand philosophy of seamless connectivity, we combined the frames of change and the Jawi-inspired calligraphy in a powerful identity – a classic amalgamation of progress, and the rich Bruneian culture reflected through the design language. [/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350505" img_size="full" css=".vc_custom_1464663076183{border-top-width: 5px !important;border-right-width: 5px...

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23 Apr 2016

NTUC

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350190" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] NTUC A better and more meaningful life for all [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text el_class="h1-title"] 65 unions, 13 social enterprises, 8,000 staff, 500,000 members… one vision, one unifying identity. [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_separator type="normal" up_style="px" down_style="px"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351213" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] Singapore Design Awards 2009 Brand Identity (Gold) [/vc_column_text][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350181" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge A review of the NTUC and the Singapore Labour Movement in 2006 revealed that the needs of Singapore working families were radically changing. In this age of globalisation and a continuous shift towards a knowledge-based economy, there was a critical need to reposition the Labour Movement so that it remains relevant to the modern generation of working families and support the movement’s drive towards a more inclusive nation. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight A wide-ranging research programme and consultation with Labour Movement leaders at a three-day retreat in Zuhai, China resulted in a powerful new direction for NTUC and the Labour Movement. This was translated into a dynamic new identity, expressed in a vision of ‘a better and more meaningful life for all' to re-focus NTUC's mission across its 13 Social Enterprises. This was then anchored by the design of a distinctive ‘U’ hallmark that expresses the three pillars of the Labour Movement: the ‘small u’ that stands for you, working people and their families; the ‘Big U’ that stands for the Labour Movement of 65 unions and 13 social enterprises; and the ‘invisible u’ that stands beside you, supporting you in good times or bad. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350189" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space...

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23 Apr 2016

Museum Label

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350246" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] MUSEUM LABEL Unfolding stories, inspiring ideas [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Bringing the Singapore Museums experience to life with a retail brand that extends the story and connects to our culture. [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_separator type="normal" up_style="px" down_style="px"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351213" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] Singapore Design Awards 2016 Communication: Branding (Gold) [/vc_column_text][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350238" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge Museum Label is the retail brand for Singapore's museums, offering merchandise to appeal to both local and overseas visitors. The National Heritage Board wanted to extend its mandate and expand to off-site locations, prompting a review of its brand. The challenge was to understand the needs of the two main user groups and define what lies at the heart of Singapore and Asian heritage and identity for each, and to make it meaningful when taken in and out of the museum context. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Through insights gathered in research, we learned that ‘memories’ formed an integral part of the museum and museum shop experience for both local and overseas visitors. This gave rise to a brand proposition centred on the idea of story-telling, providing rich inspiration for the creation of a new retail identity. This was anchored on a framing device that creates a context for the stories being told, linking directly to the museum experience. This was applied to a full range of brand graphics and a retail concept designed to bring heritage and memories to life. The challenge for implementation was to create a design framework that is identifiable and unifying, while allowing each museum to express its...

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23 Apr 2016

Library@Orchard

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350148" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] LIBRARY@ORCHARD Design is for everyone [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Framing the library as a ‘wonderland’ that makes design accessible and inspiring for all. [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_separator type="normal" up_style="px" down_style="px"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351215" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] President's Design Award 2015 Design of the Year [/vc_column_text][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350141" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge After a 7-year long closure, the team behind library@orchard sought to create a next-generation library that integrates new experiences for users. Re-creating the library as a new kind of space that has multiple roles and reflects the needs of today's media-astute users was challenging and required new thinking. Concieved as a creative space that aimed to make design accessible, it sought to reach beyond the creative community to engage the public in the possibilities of design at all levels.[/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350142" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350144" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350143" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350146" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Design as a discipline is often not well understood and may be seen as the remit of only those in the creative industry. Engaging a larger community in design implies the need to make design more engaging, understandable and accessible. To express the brand’s imperative, DIA captured the its essence in the tagline ‘Design is for Everyone’, a theme that is central to the development of the brand. This was brought to life through the idea of a ‘Wonderland’ – which frames library@orchard as a ‘rabbit hole’, where surprises abound at every corner. Using a distinctive visual and verbal language,...

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23 May 2015

Bali Thai

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350172" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] BALITHAI Where Thairiffic meets Indolicious [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="5/6"][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Finding the sweet spot in two distinct cultures and bringing it to life in a vibrant revived brand. [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_separator type="normal" up_style="px" down_style="px"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351216" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] Marketing Excellence Awards 2013 Excellence in Brand Strategy Certificate of Excellence [/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350173" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge The BaliThai brand has been serving diners since 1993, offering the best of Thai and Indonesian cuisines. However, the lack of clarity in its offer hampered its growth especially in a market fraught with choices. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight DIA created a new strategic roadmap and brand identity to differentiate BaliThai from its competition and to extend its customer base to attract new and younger consumers. The BaliThai brand essence is built around the idea of ‘Feast your senses’, which refers to a combination of tickling the five taste and physical senses of the two distinct cultures and cuisines. This was the foundation for a powerful new dining experience. The brand tagline: ‘Thairiffic meets Indolicious’ sums up the brand positioning. This in turn inspired a revitalised brand identity and range of applications designed to bring the vibrant Thai and Indonesian cultures to life in a vivid, immersive dining experience. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact The refreshed branding has helped BaliThai grow in popularity across Singapore and to successfully enter the China market, where it is gaining with plans to enter other regional markets in the coming years. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350174" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350175" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350176" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column...

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23 May 2015

Swiss Butchery

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350256" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] SWISS BUTCHERY A cut above [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="5/6"][vc_empty_space image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Recasting an age-old craft in a new light of finesse and quality. [/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge Swiss Butchery has been one of the pioneering premium butchers in Singapore since its opening in 1994 and has built a reputation for the freshness and variety of gourmet delicacies it brings in from around the world. But competition intensified over the years amidst rising consumer demand and new competition in the market. In light of this, Swiss Butchery found it critical to take stock and examine its brand and business. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight In-depth consumer research revealed that customers really cherish their ability to rely on Swiss Butchery’s team of experienced, passionate and familiar butchers for exciting ideas on how to share the flavours and stories of fine food with their friends and loved ones. DIA captured this in the brand essence ‘Inspiring relationships’ which has since catalysed a whole new way of telling the Swiss Butchery brand story, one that evokes its heritage and over 20 years of relationships forged through thoughtful advice and shared recipes. This was matched with a strategy to reinforce its position at the top of the market as expressed in the tagline 'A cut above'. The brand identity was entirely re-cast in a monochromatic design that is classic, with contemporary touches that lend a touch of timelessness and solid dependability. The addition of fine textures and other details also gave the brand greater depth and a level of authenticity appropriate to the craft of butchery and premium cuisine[/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350271" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350263" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Swiss...

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23 May 2015

SATS

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350224" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] SATS A passion to delight [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_column_text el_class="h1-title"] One group, two divisions, thirty companies, one brand. Bringing SATS and Singapore Food Industries together into one common brand culture. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_column_text] The Challenge With the merger between SATS and SFI, Singapore's largest food manufacturing group, including many local and international food companies, SATS faced many complexities in trying to align and unify the brand across its businesses. In light of these developments, DIA was asked to review SATS’ overall brand positioning and strategy with the objective of building a strong brand that is representative of its strengths in both services and food solutions.[/vc_column_text][/vc_column][vc_column width="1/2"][vc_single_image image="350227" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350226" img_size="full"][vc_empty_space image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_column_text] The Insight Extensive stakeholder and customer research revealed the need to unify and simplify the brand. DIA developed a new brand architecture around two divisions, SATS Food and SATS Gateway that aligned its businesses to customer needs. These were unified through a single minded brand promise ‘Passion to Delight’. The new brand promise was captured in a bold and iconic mark of excellence that communicates with simplicity, clarity and authority, symbolising SATS’ global ambitions and seamless and reliable service across all its operations from airport services to food manufacturing. Internally, ‘Passion to Delight’ also captured SATS’ service delivery approach in ‘passion’ and the end-delivery of ‘delight’ for customers, and provided the basis for continued staff engagement, creating a focused and deliverable employee value proposition.[/vc_column_text][/vc_column][vc_column width="1/2"][vc_single_image image="350818" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Within a year after the new brand was launched, SATS’ share price went up by 38% and its dividend rate increased by 53%. Till today, SATS continues to deliver...

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23 May 2014

Tak & Lamitak

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350211" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] TAK & LAMITAK Inspiring spaces for life [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="5/6"][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text el_class="h1-title"] From surfaces, to spaces that inspire with designs that create new possibilities. [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_separator type="normal" up_style="px" down_style="px"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351213" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] Singapore Design Awards 2010 Logo (Bronze) [/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350208" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge TAK is Asia’s leading independent producer of interior laminates and finishes. Competing against well-established brands, both global and local, the TAK brand needed to create a differentiated brand strategy and proposition that would fulfill customers’ needs and aspirations through a strong design-led combination of innovative products and services that inspire. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight For TAK, we developed the brand proposition 'Choices' – the possibilities that customers are availed of through its range of innovative, exciting and quality products – from the everyday to the unusual. Lamitak, TAK’s product brand, however, is all about creativity and inspiration. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350205" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350206" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350207" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350209" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] TAK’s brand expression illustrates the recognisable graphic features that make its signature unique, whereas the Lamitak identity is an expression of its own brand personality, trendy, creative and fun. The symbol formed by transforming a square laminate swatch into a three-dimensional space in the form of an 'L' reflects the brand’s mission to educate, excite and create inspiring spaces. The deliberate similarity between the two identities express the relationship between the two brands but also the individuality that each brings to the market place.[/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The...

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23 May 2014

Nature’s Wonders

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350534" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] NATURE'S WONDER Life’s natural treats! [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="5/6"][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Bringing a traditional brand to life and elevating its proposition for growth. [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_separator type="normal" up_style="px" down_style="px"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351216" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] Marketing Excellence Awards 2012 Packaging Design (Gold) [/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350536" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge Nature’s Wonders, a healthier range of nuts from Tai Sun, is amongst one of the best quality dry roasted nuts in the market. Consumer research however, showed that the brand had very low awareness and retail visibility, and was perceived as being expensive. To help the brand unlock its value, Tai Sun saw that a clearer proposition was needed.[/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350537" img_size="full"][vc_empty_space image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_column_text] The Insight Consumers are increasingly choosing pure and natural healthy snacks over unhealthy ones. In this context, nature plays a crucial role in developing the right cues for the consumer to accept the brand as ‘pure’ and ‘natural’. DIA helped create an impactful positioning for the brand by leveraging its name and crafting a brand story built on the idea of ‘natural good living’. The packaging captured healthy, nature-based imagery infused with elements of dynamism and style to enhance its ‘pick up’ value. The brand tagline ‘Life’s natural treats’ reinforced the purity of the nuts, reminding us that Nature’s bounty provides us with natural treats. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Nature’s Wonders enjoyed resounding approval amongst the trade resulting in a move from lower-shelf to eye-level display, a move that boost revenue by 65% within three months of launch without additional advertising budget....

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23 May 2014

Meadow Gold

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350274" box_shadow_on_row="no" el_class="y3insidebanner"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_empty_space height="100" image_repeat="no-repeat"][vc_column_text] MEADOW GOLD Making indulgence a daily habit [/vc_column_text][vc_empty_space height="200" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column css=".vc_custom_1463731956110{margin-top: 30px !important;}"][vc_column_text][sb-view-breadcrumb][/vc_column_text][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="5/6"][vc_empty_space height="32" image_repeat="no-repeat"][vc_column_text el_class="h1-title"] Elevating and rebranding Meadow Gold and reframing conversations about what eating ice cream really means. [/vc_column_text][vc_empty_space height="32" image_repeat="no-repeat"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_separator type="normal" up_style="px" down_style="px"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][vc_column width="1/4"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/4"][vc_empty_space height="12" image_repeat="no-repeat"][vc_single_image image="351216" img_size="full"][vc_empty_space height="12" image_repeat="no-repeat"][vc_column_text] Marketing Excellence Awards 2015 Excellence in Brand Strategy (Finalist) [/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column][vc_empty_space height="32" image_repeat="no-repeat"][vc_single_image image="350276" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" box_shadow_on_row="no"][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge Meadow Gold ice cream was a heritage brand lost in the sea of sameness. We were commissioned to create a strong brand strategy leading to a well-differentiated value proposition and a compelling new packaging design that would cut through the noise and help Meadow Gold reclaim its glory days. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Understanding the purchase drivers in the category and riding on the taste credentials of dairy ice cream, F&N repositioned Meadow Gold from an ordinary mass-market proposition to an indulgent and premium proposition in the market. Here to satiate the cravings of true ice cream lovers; here to elevate the ordinary and make pleasure an everyday affair. This led to the birth of a more premium “Meadow Gold Indulgence Collection” in four new flavours – Lush Red Velvet, Bold Chocolate Decadence, Delectable Caramel Pecan and Heavenly Macadamia. We came up with these luxurious names for the flavours and developed complementing packaging designs in line with the desired indulgence aspect. Building on the visual cues of the crest, we transferred the equity to the new Meadow Gold brand. Making a bold and sophisticated statement in black, with the meticulously handcrafted logotype emblazoned in gold. On the pack, we created a richer visual...

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