Internal brand alignment
Streamlined brand portfolio
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.