Services
Strategy
Design
Experiences
Sustainability
Employer Branding
Sectors
Engineering & construction
Infrastructure
Manufacturing
Property & real estate
Location
Singapore
Services
Strategy ,
Design ,
Experiences ,
Sustainability ,
Employer Branding
Sectors
Engineering & construction ,
Infrastructure ,
Manufacturing ,
Property & real estate
Location
Singapore

Brand reinforcement

With its origins in Britain, BRC Asia is a pioneer in prefabricated construction solutions. Following the company’s acquisition of Lee Metal Group in 2019, the opportunity arose to reinforce its corporate brand.

Outcomes

1
1

Elevating investor perceptions, strengthening the brand’s shared value proposition and uniting employees

2
2

Accurately reflecting the scale and perceived value of BRC as a heritage brand

3
3

Positioning BRC as part of the fabric of key cities across Asia

Building better

To enhance investor perceptions, strengthen the brand’s shared value proposition (‘Build Better’) and to unite existing and new employees with a sense of pride in a shared culture, a more distinctive and bold brand personality was crafted that told a sustainable brand story.

Progress & prosperity

The story leveraged BRC’s legacy in creating landmark 20th Century infrastructure to its impact on the fabric of key Asian cities. The brand narrative focuses on how BRC Asia continues to transform building solutions and technology for projects such as Marina Bay Sands, sustaining progress and prosperity into the 21st Century.

Dynamic & scaleable

Brand photography in the form of ‘in action’ imagery featuring BRC employees, adds a more human element to the brand expression. The development of dynamic content including responsive digital assets and animated components for a multi-language website further framed the new solution. Complete with CMS, BRC is empowered to build on their scalable digital branding solution as BRC expands across Asia.

As of 30 September 2021, BRC Asia reported earnings of $47 million, up by 131% year-on-year and, an increased by 91% year-on-year in revenue to $1,17 billion for the financial year, following the new investment of $68.1 million from Hong Leong Asia, enabling BRC Asia to remain confident and emerge stronger in the changing landscape. 

Source

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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