Services
Brand strategy
Sectors
Engineering & construction
Infrastructure
Property & real estate
Location
Singapore
Services
Brand strategy
Sectors
Engineering & construction ,
Infrastructure ,
Property & real estate
Location
Singapore

Pioneering solutions that sustain progress and sustainability.

BRC Asia is a pioneer in prefabricated steel reinforcement across Asia, with historical roots in Britain. Following the company’s acquisition of Lee Metal Group, an opportunity arose for BRC Asia to strengthen their corporate brand, and develop a strategic and streamlined brand communication strategy that will scale and enhance the stature of the company and its legacy. 

Challenges & Opportunities

1
1

What can an established international brand such as BRC do to increase the perceived value of its British heritage?

2
2

How can consistency be established across all communication touch points?

3
3

What system can be created to ensure easy recognition and association of the BRC brand?

A review of BRC’s existing communication materials was conducted alongside six (6) competitor brands, to identify areas for improvement and to establish the industry’s brand landscape.

A brand strategy workshop with the BRC leadership team was also facilitated to understand the objectives of the brand refreshment initiative. From this workshop, an inspiring brand story rooted in history and dating back to the 20th century was established.  

Based on the insights drawn from the brand research and findings, three (3) brand identity options were presented, together with a proposed strategic graphic device system. These were also applied to key communication collaterals such as brochures and business cards to demonstrate how the BRC Asia brand may communicate visually to both internal and external stakeholders. 

We worked closely with BRC to create and refine their new brand identity, and developed a new tagline – “Building Better”. 

The proposed graphic device system for BRC’s new brand identity was also refined and expanded across various brand communication materials in a creative manner.

Photography is an integral part of expressing the brand’s personality – Resilient, Innovative and Customer-centric – in the niche industry in which BRC Asia operates. Thus, two (2) levels of photography styling were created to inspire how the brand can live beyond its brand identity.

In bringing the inspiring brand heritage of BRC to life, we also explored how the brand might live across environments, developing branded wall posters in the office headquarters, vehicle liveries, safety helmets and even employees uniforms for day-to-day construction ground activities.

The solution: a highly scalable brand identity for BRC Asia, that enables the company to expand and grow, yet remain consistently branded in cross all communications. 

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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