Services
Strategy
Design
Employer Branding
Sectors
Property & real estate
Location
Singapore
Services
Strategy ,
Design ,
Employer Branding
Sectors
Property & real estate
Location
Singapore

Creating a shared sense of purpose for a sustainable urbanisation player.

Major merger

Formed from a merger of two tier one developers, each with respectively strong footprints in India and China, Ascendas-Singbridge plays a major role in sustainable urbanisation. With a common vision of catalysing economic transformation and enriching lives, the opportunity emerged to unify employees through a shared brand purpose and lay the foundations for a culture of sustainability.

Outcomes

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1

Internal brand alignment

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2

Streamlined brand portfolio

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3

Uniting employees through a strong theme around collaboration and co-creation

Aligning & uniting

The brand architecture across the REITS was streamlined to unify the corporate brand portfolio. Research identified gaps in the customer service experience across the asset portfolio and this informed a senior management Brand Bridge workshop which explored themes of innovation and transformation. Collaborating and co-creating enriching experiences for businesses, communities and people emerged as the theme for aligning and uniting employees.

Cause & calling

The brand was brought to life in employees’ hands, literally. An employee-focused brand book tells the story of enabling businesses to succeed, energising communities to flourish and empowering people to grow. This engaging brand cause with supporting cultural behaviours expressed in easy to understand and articulate terms gave employees a compelling call to action.

On 1 July 2019 CapitaLand completed its $11 billion acquisition of Ascendas-Singbridge creating one of Asia’s largest diversified real estate players with over $123 billion of assets under management.

One of the highlights of our brand journey was to ensure the alignment of our people. With this aim in mind, we worked with Sedgwick Richardson to first engage our Senior Management team. Together, we defined our brand purpose and persona, streamlined our brand portfolio and developed an Employee brand book, which resonates well with our internal customers. We are pleased to have collaborated in crafting and building our brand to deliver value for our business and communities.

Crystal Seah
SVP and Head | Group Communications Ascendas-Singbridge Group
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