Case studies - Boardroom

Boardroom
Refreshing the Boardroom Identity

Overview

Boardroom Limited, a listed Singapore based business services company, had been expanding its regional footprint and organisational capabilities. A marketing and brand strategy was needed to help differentiate Boardroom in an increasingly commoditised services industry; better define corporate culture and refresh the brand identity.

Challenge

As Boardroom began competing on a regional scale, the need to define a compelling and focused direction for the brand was tantamount. Accounting and payroll, corporate secretarial services are increasingly commoditised with mounting pressure on the company’s bottom line,

Boardroom’s identity and communications at the time, projected an image that did not reflect the reality of Group’s stature and capabilities - Nor for that matter, its future growth aspirations.

Solution

Through a series of in-depth interviews, customer surveys, staff focus groups, as well as a group-wide brand opportunity workshop, Activiste was able to define a collective, resonant brand strategy that would guide Boardroom in their approach to positioning themselves and defining a stronger corporate culture.

A new set of brand values were linked to staff core competencies and brand activation across various touchpoints were executed to bring the brand strategy to life. In addition, a regional Brand Rally was organised to galvanise senior management across 7 cities to develop actionable ideas that the different lines of business could adopt and expand on.

A new identity and visual system was designed to signal change and to project a revitalised corporation.