Marketing Communications Archives - Page 6 of 7

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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21 May 2014

The Pizza Collective

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="349833" 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] THE PIZZA COLLECTIVE Live the moment [/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"] More than a destination for pizza lovers, TPC is for a generation that ‘lives the moment’. [/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="349832" 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 Riding on the success of Peperoni Pizzeria, a new opportunity arose to extend into the growing fast casual dining space, targeted specifically at today’s trendy millennial generation. The challenge is to get in front of them in their crowded and highly social world. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight “The Pizza Collective” or “TPC” conjures an image of trendy edginess and stands for a community of pizza lovers who enjoy creating and sharing life’s best moments, and the many different ways pizza can be shared for fun. The brand was brought to life through witty slogans and a suite of icons peppered on merchandise and throughout the store environment designed to evoke the immediacy of express delivery. The “#I***TPC” hashtag was also created to support its social media strategy, expressing the diverse emotions and memorable moments they experience through TPC.[/vc_column_text][vc_empty_space height="35px" image_repeat="no-repeat"][vc_single_image image="349834" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349835" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349837" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349838" 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="349841" 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_separator type="normal" color="#666666" thickness="1" up_style="px" down_style="px"][/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 height="12px" image_repeat="no-repeat"][vc_column_text][workcategories][/vc_column_text][vc_empty_space height="12px" 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][vc_separator type="normal" color="#666666" thickness="1" up_style="px" down_style="px"][/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" el_class="displaynone-1"][vc_column][vc_column_text][relatedwork selected_projects="349813,349861,350137"][/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="12px" image_repeat="no-repeat"][vc_separator type="normal" color="#666666" thickness="1" up_style="px" down_style="px"][/vc_column][/vc_row]...

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23 May 2012

Olam

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="352942" 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] OLAM The brand behind the brands [/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 one product in one country, to 20 products in 70 countries and $20b revenue in 25 years. [/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="1/4"][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 Corporate Social Responsibility (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="full_width" text_align="left" box_shadow_on_row="no"][vc_column][/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="350158" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350159" 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 Olam was founded in 1989 in Nigeria with cashew as its first product. In 1998 Olam saw the need to evolve and develop its brand to a new level in the global market, and for the brand to be a platform for unifying the company across its diverse businesses and geographies. [/vc_column_text][/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][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350160" 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="350162" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350163" 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 DIA helped articulate the guiding principles of the Olam brand, as enshrined in the ‘Olam way’ of value addition over time. This was communicated through a refreshed brand identity system and the tagline ‘Creating Value Is Our Business’ that became the standard bearer for the Olam philosophy. This was captured in an evolved brand identity system to unify its businesses globally. In 2004 Olam took the decision to list the company and DIA helped communicate Olam’s complex businesses in a way that could be easily understood by investors and would reflect the genuine value of the company and its potential for growth. The resulting proposition ‘The Brand Behind...

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23 May 2011

Cuscapi

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350198" 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] CUSCAPI Empowering through customer knowledge [/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"] From a technology-focused proposition to a customer-driven one, driving meaningful change in the software industry. [/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 The software category is dominated by conversations on operational efficiencies, and hence lacks differentiation. With the increasing threat of commoditisation, we helped the team at Cuscapi (then called Datascan) reframe category conversations beyond what they did to what their brand was about. A new future for the brand was born. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Starting with a series of thought provoking workshops, we helped the leadership team re-perceive their future, moving up the value chain from a ‘solutions-based’ to a more ‘value-based’ proposition. Mapping market opportunity with value delivery, this future-back exercise led to the brand concept of Customer Capital. Having used the Datascan name for more than two decades, a bold decision was taken to re-position and re-brand as CUSCAPI (coined from Customer (CUS) and Capital (CAPI)). As such, Cuscapi emerged stronger, more agile and customer-driven. In addition to developing the brand strategy, facilitating organisation alignment and brand engagement, we also formulated a new visual identity system and language to bring the brand promise alive.[/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350194" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350197" 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="350195" 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="350199" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Within a year of rebranding, Cuscapi showed impressive growth in revenue by 19% and net profit by 135%. We had successfully co-created a well-aligned organisation that embraces Blue Ocean strategy and continues to confidently communicate that. [/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_separator type="normal" color="#666666" thickness="1" up_style="px" down_style="px"][/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 height="12px" image_repeat="no-repeat"][vc_column_text][workcategories][/vc_column_text][vc_empty_space height="12px" image_repeat="no-repeat"][/vc_column][vc_column width="1/2"][/vc_column][/vc_row][vc_row...

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22 May 2011

Dunlopillo

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="349928" 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] DUNLOPILLO Rethinking mattress retailing [/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"] Revitalising the brand Dunlopillo and revolutionising the mattress retailing experience. [/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 2012 Branding (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="349929" 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="350425" 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 Staying relevant in changing times is one of the key challenges that a veteran brand faces. We were entrusted with the challenge to transform the retail brand by finding new ways for consumers to experience and resonate with the brand. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349932" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Rapid prototyping was done with dealers throughout Malaysia to ensure that the new Dunlopillo way was set to WOW and continued to create special moments for its customers day after day. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349931" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Pushing the boundaries of insight and foresight through extensive research, competitive studies and retail experience audits, we helped the Dunlopillo team take imaginative leaps into the future. Perfecting the art of sleep, we redefined Dunlopillo’s association, beyond functional mattresses to ‘celebrating special moments’. Positioning Dunlopillo as a trusted brand that has always been there to care for the wellbeing of families, we are in fact, helping people make the most of their awake moments by helping them get the best sleep of their lives. Thus began the transformation of the brand experience from mattress retailing to sleep consulting. Among many other notable initiatives were online sleep and mattress profiling, customer archetype based product innovation, customer-focused retail experience based on the concept of cocooning. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349933" img_size="full"][/vc_column][/vc_row][vc_row row_type="row"...

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23 May 2010

Treatz

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350589" 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] TREATZ U deserve it [/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"] Connecting to today’s young teens with a brand that speaks their 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 width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge The Tai Sun chips brand had been facing issues of low awareness, poor brand image and an undefined positioning, all of which were pointing towards gradual market decline especially in the midst of stiff competition from international brands with deeper pockets. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350590" 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="350591" 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="350593" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350592" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight An audit of the brand revealed that there was no lack of product innovation but a boost in image and pick me up value was needed to revitalise the brand and create a reason to believe for both trade and consumers. DIA created a new name “Treatz” to appeal to young consumers, as well as mums shopping for the school bag. This was supported by the tagline “U deserve it” to suggest that potato chips are a treat for all to enjoy, and a must for fun times and relaxing occasions. The brand was launched with a fresh, youthful packaging that attracts today’s young consumers with a high ‘pick me up’ quotient. Bright colours and conversational packaging design made the brand very well received at both the consumer and trade level. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Today Treatz sits alongside other international brands and continues to hold its own with an innovative range of exciting flavours that were developed as a platform for the re-launch, making it a mainstay with the young and young at heart. [/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_separator type="normal" color="#666666" thickness="1" up_style="px" down_style="px"][/vc_column][/vc_row][vc_row...

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23 May 2010

Tai Sun

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350580" 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] TAI SUN Goodness in Everything [/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"] Seeding for success in a cluttered marketplace [/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 Excellence in Packaging Design (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="350581" 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="350586" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350582" 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 Tai Sun Nuts is a trusted product but the brand lacked the appeal and dynamism to become the first choice of the trade and consumers. It was also struggling to grow sales in an increasingly competitive category against well established traditional and international rivals. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Research revealed that while consumers enjoyed snacking on nuts, they found them expensive and out of reach for frequent consumption. Bridging the gap through a ‘mass appeal’ proposition aligns with Tai Sun’s belief that good living should not be the privilege of only a select few. Supported by Tai Sun’s trusted family heritage, DIA helped distill the corporate brand essence to “Goodness in Everything”, delivered through the brand tagline “Life’s a treat”, communicating nuts as the healthy snack choice. The Tai Sun range packaging has been refreshed to exude warmth and friendliness, reflecting its earnest belief in making snacks with care and quality. Product photography has been enhanced to improve appetite appeal and the design has created a powerful brand presence on shelf. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact The consumer and trade responded very positively to the revitalised Tai Sun branding and the product was swiftly moved from bottom shelves to more premium shelf space in-store resulting in...

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23 May 2010

SLS

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350869" 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] SLS Creating advantage [/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"] From a vendor to a strategic partner, instrumental to business success. [/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="350874" 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 SLS is a leading provider of mechanical components and high quality bearings and related products. However, its reputation is primarily driven by and over shadowed by its principal product brand. In light of plans to further expand its regional presence, there was a critical need that SLS build its own brand and market presence. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight We created a new strategic roadmap and a differentiated positioning for SLS that anchored the brand on the promise of ‘Creating Advantage’, expressing the tangible edge that SLS brings to its stakeholders. This is supported by its unmatched expertise in bearings and solutions, its experienced and qualified people, processes and an extensive strategic network. The promise provided a catalyst for building internal brand culture, uniting staff across the region, attracting new talent and encouraging better talent management. A strong and modernised identity was also created to reflect SLS’ new positioning and to support communications. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Riding on the brand strategy and recommendations, SLS has gone on to set up SLS Pro and SLS Academy, respectively the services and training divisions of the business, and continues to establish itself as a forerunner in the space of mechanical components and engineering. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350871" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350875" 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="350872" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350873" img_size="full"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="full_width" text_align="left" box_shadow_on_row="no"][vc_column][vc_column_text] [/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_separator type="normal" color="#666666" thickness="1" up_style="px" down_style="px"][/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 height="12px" image_repeat="no-repeat"][vc_column_text][workcategories][/vc_column_text][vc_empty_space height="12px" 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][vc_separator...

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23 May 2010

Pomeroy Studio

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350223" 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] POMEROY STUDIO Designers and thought leaders of sustainable built environments. [/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"] Distilling the professional ethos of an individual personality to build a sustainable brand. [/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][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350216" 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 Prof Jason Pomeroy is an internationally recognised authority on sustainable built environments. His objective was to develop his own architectural consultancy on the back of an illustrious career that spans award-winning architectural and master planning work, academia and writing. DIA was invited to create a brand identity that captures the ethos that would anchor his practice. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight The Pomeroy Studio brand identity is anchored on the concept of urban spaces, as expressed in the Pomeroy Studio logotype, and reflects the six criteria for a successful urban development – economic, cultural, social, environmental, spatial and technological. This concept was applied to environmental graphics, the practice’s website and communication and collaterals for a successful launch. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Pomeroy Studio is today known as much for its award-winning work as for its thought leadership at the forefront of the sustainable built environment agenda, and has grown from one to six studios in under five years. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350217" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350218" 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="350219" 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_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_column][vc_column width="1/2"][/vc_column][/vc_row][vc_row row_type="row" use_row_as_full_screen_section="no" type="full_width" text_align="left" box_shadow_on_row="no"][vc_column][vc_column_text] [/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_separator type="normal" color="#666666" thickness="1" up_style="px" down_style="px"][/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 height="12px" image_repeat="no-repeat"][vc_column_text][workcategories][/vc_column_text][vc_empty_space height="12px" 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][vc_separator type="normal" color="#666666" thickness="1" up_style="px" down_style="px"][/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" el_class="displaynone-1"][vc_column][vc_column_text][relatedwork selected_projects="351078,349962,351079"][/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="12px" image_repeat="no-repeat"][vc_separator type="normal" color="#666666" thickness="1" up_style="px"...

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23 May 2010

Ogawa

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350291" 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] OGAWA Inspiring meaningful social change [/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"] Uncovering the greater purpose of health equipment retail through innovative brand strategy. [/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="350287" 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 In order to take health equipment retail to a whole new level, our challenge was to cut through the market place clutter and set Ogawa apart from its competitors by defining an identity that resonates among its consumers. [/vc_column_text][/vc_column][vc_column width="1/2"][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][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350288" 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 After holding extensive retail and perception audits, we unlocked the true potential of the brand while uncovering the organisation’s goal. To share ‘the heart of wellness’ by adding value to the lives of the customers by inspiring them to adopt healthy practices and lead a balanced and harmonious life. Leveraging from this insight, we moved to craft a well-defined brand roadmap to bring about a brand, retail, and culture revival. To cascade Ogawa’s goal across various consumer touchpoints, we embarked on a series of meaningful transformations. The organisation experienced a paradigm shift as we transformed its business model from product push to well-being focused. There is nothing more gratifying than seeing Ogawa’s sales promoters energised with a greater purpose as wellness advisors. We also successfully revitalised Ogawa’s brand identity system to share the joys of wellness using the specially-created, ‘happy world’ supergraphics. Believing in the value of experience design, we also worked to bring Ogawa’s new-found purpose to life through customer experience in its retail stores. We revolutionised Ogawa’s retail experiences based on the ‘oasis of discovery’ – a place that engages and delights the five senses.[/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The...

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23 May 2010

OCBC Bank

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="351008" 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] OCBC BANK Strength to Strength [/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"] Transforming OCBC from Singapore’s local bank to an Asian banking powerhouse. [/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="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351010" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="351014" 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 OCBC is one of Singapore’s oldest and most respected banks. Founded by the philanthropist Lee Kong Chian in the 1930s, the bank has played a prominent role in Singapore’s national development and is today a leading bank in Singapore and Malaysia. Following the announcement of the deregulation of the Singapore banking market by then Finance Minister Lee Hsien Loong in 1998, OCBC realised the need to reposition the bank to face competition from global banking brands. The objective under Alex Au, OCBC’s new CEO, was to layout a new roadmap for the brand to help steer it through the next 20 years.[/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight The first action was to create a change culture around a new set of internal values - Teamwork; Integrity and fair dealing; Customer focus; Support for change. This was cascaded through the organisation through a staff convention and an internal training programme. A new brand proposition ‘Strength to Strength’ was created to encompass OCBC’s traditional strengths as the SME’s bank as well as its new strength as an emerging regional bank with a global reach.[/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact This was communicated through a distinctive new corporate and retail brand identity, giving OCBC a strong presence on the street and a transformed customer interface in the branch. A new brand and sub-brand architecture was introduced to help customers navigate the branch and locate automated and specialist services. OCBC has remained as one of Singapore’s most successful independent banks and a...

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