Services
Strategy
Design
Experiences
Employer Branding
Sectors
Engineering & construction
Manufacturing
Location
Singapore
Services
Strategy ,
Design ,
Experiences ,
Employer Branding
Sectors
Engineering & construction ,
Manufacturing
Location
Singapore

Strengthening the corporate brand with a brand-driven website

The strategic development of a brand driven website was part of a larger brand refreshment initiative for BRC Asia, centring around strengthening the corporate brand from a brand positioning and narrative perspective. (read the full brand refreshment case study here)

Challenges & Opportunities

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Demonstrating scale effectively

What BRC Asia provide is integral to the way in which a building such as Marina Bay Sands is created to effectively show scale.

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2

Showcasing brand personality

To achieve the right balance between information and presentation to showcase the brand personality whilst appealing to more corporate audiences.

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3

Enhancing user's digital experience

Design a modern and intuitive digital experience to continue people’s journey throughout the BRC Asia website.

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4

Facilitating the content management process

Create a site that is scalable and easy to manage to future-proof and maintain relevancy within the market.

The BRC Asia website, one of the key touchpoints in which to communicate with a variety of stakeholders, was dated, not optimised for different devices and functional in tone.

It was in need of more aspirational brand messaging to really unify the refreshed brand, to create something that was memorable, consistent and up to date.

Content Strategy

An in-depth research session, full content stocktake and a stakeholder workshop was designed to understand the different website user profiles in more detail.

Opportunities to repackage and present content in a more user friendly and consistent fashion whilst overlaying the refreshed brand personality were defined.

Content Strategy

High-fidelity wireframes were then developed, inspired by the prior research phases and the new brand tagline, purpose and messaging pillars created.

Curated Brand Library

To express BRC Asia’s Resilient, Innovative and Customer-centric personality, a collection of on-the-ground dynamic brand images where photographed for the BRC brand library.

Brand Expression

Adopting an unconventional approach for the construction industry, the homepage design was driven by a series of aspirational brand messages: Build Better, Build Faster, Build Safer, Build Cheaper, Build Smarter, and Build Surer.

Coupled with functional proof points, this messaging reinforces BRC’s unique tagline of “Building Better” which relates back to its 20th century rich history.

Branded Digital Components

A comprehensive suite of responsive digital assets and components were developed to elevate brand presentation, encourage interaction and ensure consistency in visual presentation.

Animated Elements

Components were designed and built with subtle animation and interactivity to provide users with an enhanced and intuitive experience.

Managing Content Effectively

An integrated fully functional content management system was built to facilitate future updates to key sections such as Investors’, News & Announcements and Media articles.

Results

A UX driven branding solution, leveraging dynamic content presentation techniques and enhanced content management opportunities designed to evolve with BRC as it continues its regional expansion across Asia and beyond.

BRC required a refresh of our existing brand identity and engaged Sedgwick Richardson to develop a brand purpose, positioning and personality. Based on an inspiring brand story evoking the brand’s legacy in Britain from the 20th century, the team refined the brand identity and brought our brand’s heritage to life across all communications touch-points.

Darrell Lim
Executive Director
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