Marketing Communications Archives - Page 7 of 7

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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23 May 2010

NTUC Learning Hub

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350878" 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 Learning Hub Transforming people [/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"] Leading the charge on a new approach to professional and personal development. [/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="350881" 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 As an extension of the successful re-branding of the NTUC and the Singapore Labour Movement, the brand positioning for NTUC Learning Hub was revised to help the Labour Movement encourage continuous education, training and life-long learning. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight ‘Transforming People’ is the essential idea developed to drive the NTUC LearningHub brand and capture what the organisation offers to customers and partners. A butterfly’s metamorphosis was selected as a metaphor for transformation, enabling people from all walks of life to adopt new skills and soar to greater heights. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350880" 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="350884" 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] In addition, DIA created the name and identity for NextU, NTUC Learning Hub’s next generation institute targeted at the professional working segment. The idea behind “NextU” is progressive learning, and the identity’s multiple layers symbolise renewal and achieving the next phase on a learning journey. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] Impact With Singapore’s continual shift towards a knowledge economy and skills-based workforce, NTUC LearningHub’s role in the continuing education and training sector has become even more critical and it remains a leading champion of lifelong employability for working people. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350885" 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="350882" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350883" 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 type="normal" color="#666666" thickness="1" up_style="px"...

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23 May 2010

Marionnaud

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350595" 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] MARIONAUD Beauty inspirations [/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 Europe's leading retail beauty brand to Asian consumers and developing a destination retail experience. [/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="350597" 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 Marionnaud is one of Europe’s largest retailer of exclusive beauty and luxury brands, but repeating that success in Asia is a different ball-game. We were commissioned by A.S. Watsons to make a study of Asian women and their attitudes towards beauty, to help recommend a new approach to beauty retailing in Asia. [/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="350596" 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="1/3"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350598" img_size="full"][/vc_column][vc_column width="1/3"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350599" img_size="full"][/vc_column][vc_column width="1/3"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350601" 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 developed a multi-market research study that covered Singapore, the Philippines and China that sought to identify the main drivers of perceptions towards female beauty, the relationship between Asian women and beauty brands and what they were looking for in a beauty retail environment. This revealed a clear focus on holistic beauty amongst Asian women. A new brand positioning for Marionnaud in Asia was created around the concept of ‘beauty inspirations’. The idea encompasses both inner and outer beauty needs and was expressed through a new brand identity and in-store experience that made its debut in a new 10,000 sqft prototype store at the Mall of Asia in Manila. ‘Retailtainment’ was a key aspect of the experience concept and this was brought to life through features such as the cosmetic and fragrance bar, a beauty theatre for demonstrations and a juice bar to chill out, amongst others. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact Marionnaud launched to great success in The...

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23 May 2010

Kota Iskandar

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350135" 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] KOTA ISKANDAR Reimagining Johor’s New Administrative Centre [/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"] Reinventing the new administrative centre of Johor to promote tourism and drive economic, social and political value. [/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 Multi-Disciplinary 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 width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350116" img_size="full"][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge It all began with a dream to create an administrative centre like no other – a destination that’s founded on humanity, embracing Islamic design elements yet perfectly harmonising with Johor’s history, culture and nature. [/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="350113" 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 Pushing for radical innovation, we helped bring Johor’s living legacy to life by reshaping public, tourist and investor experiences. Adopting an outside-in approach, we invited participants to step into the shoes of various tourist archetypes and immerse in experiences including Dialogue in the Dark, Feng Shui Tours, NatGeo store etc. An ideation workshop was then facilitated to help the respective stakeholders co-create the future. Random connections were the order of the day, as teams ideated. This led to the conceptualisation of Malaysia’s first experiential parliament, as well as the design and prototyping of the parliament tour experience, replete with compelling stories that make an impact.[/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350132" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact The futuristic vision of the State made real – fuelled by the conviction of Cahaya Jauhar and the branding expertise of DIA – Kota Iskandar: a must-see destination of Johor today! [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350128" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350127" img_size="full"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="350130" 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"...

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21 May 2010

Les Amis Group

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="349862" 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] LES AMIS GROUP By friends, for friends [/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"] Re-positioning an award-winning F&B group to reflect corporate aspirations for a strong employer and employee brand compact… “Fulfilling Friendships”. [/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="1/3"][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Challenge Amidst rising competition and labour crunch, Les Amis Group has been expanding its portfolio to embrace new, diverse concepts and market segments. As the Group strategised its next phase of growth, it became increasingly critical that it take stock of its brand and chart a clear direction forward. [/vc_column_text][/vc_column][vc_column width="2/3"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349864" 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="349865" 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 Inspired by its name, which is French for ‘the friends’, we created a brand story around the idea of ‘fulfilling friendships’, embodied in the tagline ‘By Friends, For Friends’ which provided concrete direction for people development, innovation, and corporate social responsibility initiatives. The new identity design deftly expresses the Group’s belief in people, and places the individual at the core of its signature. Leveraging on the revitalised brand strategy and identity, we developed a two-pronged engagement approach that positions Les Amis Group for talent attraction through the Friends First programme, and provided structure to people development through the LEAPFROG programme. [/vc_column_text][/vc_column][vc_column width="1/2"][vc_empty_space image_repeat="no-repeat"][vc_single_image image="349871" 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="349866" 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 Impact Riding on opportunities made available by the region’s burgeoning middle class, Les Amis Group has since extended its franchise with different brands introduced in Myanmar, The Philippines, Indonesia, Vietnam and Hong Kong. The Group has also embedded the pillars of LEAPFROG in LAwards – a culinary challenge it co-organises with the Singapore Tourism Board and Workforce...

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21 May 2010

NTUC Unity

[vc_row row_type="row" use_row_as_full_screen_section="no" type="grid" text_align="left" background_image="350891" 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 UNITY Care 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"] Elevating a pharmacy chain to a name synonymous with care for all seasons of life, and rejuvenating its customer base to stay market-relevant. [/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 (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="350893" 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 NTUC Unity is the largest healthcare cooperative in Singapore and operates a chain of retail pharmacies. However, its unclear merchandising strategy and weak retail presence was hurting growth plans. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Insight Our audit of the customer experience and journey revealed that NTUC Unity’s sales ladies were more than promoting merchandise but also offering pearls of wisdom to customers on their health and even personal or lifestyle concerns. Though their mature persona had not always generated excitement, it cast a confident and nurturing aura around the brand, attracting a loyal crowd who intentionally sought out such advice. This insight was extended into positioning NTUC Unity as a community pharmacy for all ages. This was captured in ‘Care for Life’, expressing a brand that empowers people to care for their health and wellness, enabling them to live life to the full. [/vc_column_text][vc_empty_space image_repeat="no-repeat"][vc_column_text] The Impact The refreshed brand positioning provided much needed clarity in the merchandising strategy, resulting in the phasing out of all non-health related goods and a focus on healthy living. The store experience was also infused with a sense of wellbeing through the use of more organic forms, fresh colours and health-themed icons, graphics, and most of all, a re-energised customer...

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