Set your vision. Align stakeholders. Define the brand for the future & the business enhancements required to support its growth.

Brand review & industry landscape insights

Brand positioning

Future brand & business initiatives

Future brand traits & purpose statement

Future brand design identity

Create a compelling communications story & design your brand to stand out in your industry.

Brand Vision Workshop

Brand architecture

Brand story, messages

Tagline

Naming

Logo design

Communications design

Customer touch-points design

Website

Video, sound, animation

Supporting businesses in developing & improving their brand over time with.

Brand architecture

Brand identity guidelines

Brand video

Communications plan

Copywriting

Employer brand

Internal brand communications

Logo animation

Mascot development

Product ideation & concept

Packaging design

FURNITURE & INTERIOR PRODUCTS

“We needed a brand that could take us beyond Singapore & our specialisation in doors.”

The creation of the new Tenet brand enabled its 2nd generation business owner to overcome the limitations of its locally-known parent brand in growing the business internationally.

From brand strategy to naming, design & content creation, a full suite of materials was created, equipping Adrian & his team with the brand-building tools to market a newly-developed furniture range in conjunction with the opening of a new regional manufacturing facility.

ENERGY SERVICES

“The future of energy is clean. Our mission - ensure our partners successfully harness this renewable resource out at sea.”

Having successfully pivoted Marco Polo Marine from the oil & gas industry to focus on the rapidly-growing renewable energy sector, Sean Lee saw a brand refresh as an opportunity for the business to communicate a new & inspiring growth story.

In brand visioning workshops, the leadership team aligned around defining the business, selecting the story to guide brand communications & providing feedback on the design that best signals the brand’s more sustainability-focused future.  The refreshed brand was launched with a new website, the new corporate headquarters & unveiling of a class-leading wind-farm vessel.

ENTERTAINMENT TECHNOLOGY

“It wasn’t about how smart the hardware was, but how fun & powerful the experience can feel.”

After disrupting the category with its compact, smart, Apple-equivalent of a karaoke system, founders Faruq & Umar were ready to re-define the brand to shake off copycat competitors & prepare the ground for a new generation device.

The rebranding of Popsical focused on creating a brand story & image that would shift the conversation from a pre-occupation with technology to the emotional & social experience of singing.  In particular, the brand’s re-design employed elements like signature graphics, colours & copywriting that can build a recognisable identity in the market, making marketing more effective.

EDUCATION TECHNOLOGY

“We want students to achieve their best with minimal time and stress.”

Drawing on their experience in running tuition learning centres & the power of AI, Zhizhong & Alicia launched Geniebook to disrupt the education services category. By blending AI-powered online learning with tutor support & access to physical learning centres, Geniebook homes in on areas of weakness to provide very targetted learning support for students.

In preparation for regional expansion, the founders needed more than just a brand makeover, seeing value in taking a structured approach to brand-building.  Customer personas were defined to create targetted marketing messages, unified by a brand story: Learn Smarter. Do Better.   The refresh was completed with an updated, digital-friendly design identity for the learning portal, website, marketing materials & physical spaces.

PROPERTY, HOSPITALITY & RETAIL

“With our diversification into lifestyle-driven segments, our brand needed to reflect a more aspirational image.”

From its roots as an affordable housing & township developer, the Plenitude Group has grown by expanding into up-scale residential, hotel & retail segments. To reflect this expanded focus, the group wanted to re-imagine & re-define the brand to build a distinctive position in the market.

Taking inspiration from its name, the concept of ‘abundance’ was developed into the theme of ‘Live For More’. This theme breathes emotion & a human story of aspiration into the marketing of the group & its divisions.  Unifying & versatile, the brand’s messaging & design gave divisions the freedom to engage their target audience in a relevant way, while maintaining a strong sense of group identity.

TECHNOLOGY SERVICES

“Our expanded range of services gives businesses greater confidence to embrace digital transformation & grow.”

Starting as a provider of enterprise IT testing services, AppFuxion had grown beyond into a regional & comprehensive technology solutions player. The brand now offered a comprehensive range of capabilities: software, systems automation & enterprise AI solutions.

Jimmy, the founder, recognised that the brand needed a bigger story & progressive image as it competes on a global stage.  By framing the technology story from a human perspective, we refreshed the brand with two objectives in mind - inspire a fast-growing organisation & differentiate the business from technically-focused competitors. The brand was launched in stages starting with an internal brand-building event, the opening of regional offices & finally the corporate website.

FOOD & BEVERAGE RETAIL

“An opportunity for us to channel our product innovation capabilities into the consumer space.”

The Straits Refreshment Co. is a brand that launched our food ingredients client’s foray in the F&B retail category.

Our brand development process put flesh around their business plan & initial ideas for drinks, which included a delicious toasted coconut shake. Themes for the retail concept were developed including brand-names, as well as signature product ideas.

The final concept was built around the idea of giving nostalgic drinks & snacks a modern twist to appeal to a younger audience.  Termed Straits Retro, it took inspiration from 1950’s & 1960’s Singapore / Malaya, in particular hand-painted shop signage & brands from that era.

Beyond influencing the design of the brand’s identity, retail kiosk, packaging & marketing, the brand concept provided a valuable filter to generate ideas for a more differentiated drink & food offering.

PET NUTRITION & HEALTH

“Can we help the brand  reflect its true worth as a premium product?”

Rebranding helps a business tell a better story about its product & position it to serve new growth markets.

Pet food for example.

The growth in disposable incomes & pet ownership has seen the rise of a segment of discerning consumers who want to pamper their ‘fur-kids’ with ethical, natural & high-quality products.

Our product & packaging make-over for Bugsy gives the brand a premium image befitting the quality of its ingredients, while communicating product attributes more effectively on packaging.

BUILDING MATERIALS

“Why don’t we bring the human touch to a cold & hard category?”

In an industry that traditionally presented itself as technical & business-like, we saw the opportunity to inject emotion & warmth into the business of selling tiles.

For an international brand like Johnson Tiles, we took the gamble of turning the spotlight away from the physical product itself. Instead we articulated the brand around the aspirations that inspire their use. The life that revolves around them.  In essence, we saw the tiles as a canvas or stage for life to unfold & take place.

FURNITURE & INTERIOR PRODUCTS

“What if the name visually reflects the brand’s philosophy?”

Like finding the proverbial ‘needle in a haystack’, the brand’s name presented itself in unassuming fashion as part of our name ideation process.

Its significance dawned on us when we realised it was a pallindrome - a word that reads the same forwards & backwards.

It was an ideal name. Reflecting the unchanging, unyielding nature of the brand’s design & furniture manufacturing principles at work - the brand’s story.  Unbelievably, the domain tenet.co was available.

Talk about stars aligning!

ENTERTAINMENT TECHNOLOGY

“Can we visualise sound?”

One strategic use of design is in making the invisible visible.

The opportunity to visualise sound presented itself when we approached the logo design in the rebranding of Popsical - a smart KTV product that celebrates the power in singing together.

The final logo - The Power Pop - exploited the strong shape of the letter P & juicy colours to build a strong brand identity.  Echoing sound waves designed into the shape gave it a dynamic quality, especially when animated or backlit as an emblem on devices.  In addition, the P shape became a ‘lyric bubble’ of sorts, multi-tasking as a frame for holding headlines & images.  With thoughtful design, a logo can serve more than a decorative purpose & give a brand hard-working assets that build recognition with limited marketing resources.

PLANT-BASED FOOD

“Can we use words to build a recognisable character for the brand?”

When a brand has so much visual character, how do you go beyond image & build a more complete identity?

Verbal identity. The words you use & how you use it - is often under-utilised as a strategic tool in building a brand.

That’s why we jumped at the opportunity to breathe a characterful voice into Oatbedient to match the world of its brand mascot - Oatdit.

By defining the character of Oatdit’s voice, we shaped the language it would use - simple, innocent, almost naive. In taking the idea of naivety further, we made ‘made-up’ words a trademark Oatdit quirk.  An excitable fellow, Oatdit would have a tendency to ‘stitch up’ separate words together, making his verbal identity very visual indeed.

SUSTAINABLE CLEANING PRODUCTS

“Can you re-design information to make the brand’s message clearer?”

Insight, hierarchy & coding can help a brand discern & organise info more effectively on packaging while building brand engagement.

With over 70 icons or call-outs as well as an absence of clear layout strategy, Cloversoft’s packaging was in need of a spring-clean.  After all, as a cleaning product brand, shouldn’t its packaging exemplify the idea of ‘clean & neat’?

A visual system revolving around 3 ‘Commitment Icons’ was developed to organise content & clear the clutter.  Each icon represented a core brand value - Sustainability, Safety, Effectiveness.  The top 3 selling points were prioritised on front-of-pack with the rest categorised neatly on the back.

The new design layout neatly organises packaging content to avoid the ‘splatter gun’ effect.  Simple & versatile, this system was rolled-out across all ranges.

TECHNOLOGY SERVICES

“Can a simple menu help you clearly communicate a complicated offering?”

How do you bring the art of story-telling to present diverse services as complementary pieces of a jigsaw puzzle?

Starting as a provider of IT testing services, AppFuxion had expanded its services over time.  To tell a more ambitious story in its re-branding exercise, a ‘menu framework’ was developed to categorise & present its digital transformation solutions.

Different menu scenarios were explored leading to 3 categories being formalised for the menu.  The 3 themes not only reflected the nature of the services they represent, they work together as an effective sales pitch - that AppFuxion puts in place the digital foundations for growth. Together with copywriting, the menu was utilised on the website, presentations & marketing materials to clearly communicate the brand’s offering internally & externally.

PLANT-BASED MILK

“Can you create an ‘own-able’ identity in a crowded market?”

Deciphering the design language & codes in a category allows a brand to spot opportunities to stand out.

With home-grown & foreign brands crowding the oat-milk category, OatRight was in search of an identity to call its own. It needed a design that moved it away from the ‘for kids’ association its original packaging suffered from.  And make it look more like an imported brand than a local Chinese brand.

With many competitors adopting the Minimalist, Wholesome, Whimsical & Character-Driven design styles, the final design took inspiration from the idea of ‘doing the right thing’ for your well-being & the environment.  A ‘Mark of Approval’ logo was supported by a series of affirmative hand gestures to express this attitude.  An illustrated pastoral scene cheekily depicting sprouting ‘oat trees’ completed a look that struck a balance between being characterful & approachable.

CONDIMENTS & SAUCES

“Why don’t we build the brand around the owner & her passion for food?”

Enthusiastic. Passionate. Fiery. Qualities embodied by Lisa Liu - the Condiment Queen & winner of multiple Australian food awards.

Lisa is also fiercely proud of her South-East Asian heritage.  Her effusive energy & quirky, fun personality found its way into the development of the brand identity & packaging for Saucy Wench’s range of artisanal sauces & condiments - products aimed at the increasingly common Asian pantry in homes across Australia.

Immortalised with her signature Dame Edna ‘onion goggles’ & alter ego name, the brand is playful & breaks the stereotype image of traditional Chinatown grocery store products.  With a more approachable brand identity, it found a receptive audience with palates broadened by the influence of immigration, travel as well as Australia’s celebrated chef, food & media personalities.