Services
Brand design
Brand strategy
Sectors
Engineering & construction
Telco & technology
Location
Singapore
Services
Brand design ,
Brand strategy
Sectors
Engineering & construction ,
Telco & technology
Location
Singapore

ST Engineering required a branded marketing platform for its extensive suite of smart city solutions. Sedgwick Richardson was engaged to review, recommend, name, and create an associated brand identity, content and branded collateral for this platform to be launched at the World Cities Summit in Singapore.

The challenges & opportunities

1
1

Smart City is a category descriptor. How do we create a name that is recognisable yet can be registered as a trademark?

2
2

Is there an opportunity to convey global presence and the ability to implement solutions with scale?

Our journey began by reviewing the existing marketing content that was currently in use across the ST Engineering group’s diverse business units. At the same time, we started to develop a brand proposition to inform the naming and to guide the expression of the brand.

Brand positioning

A brand positioning statement was crafted to align with the ST Engineering brand descriptor:

Our integrated solutions for governments, defence agencies, homeland security and commercial customers, help them build and secure a connected world for countries, cities and communities to flourish.

Brand personality

We then engineered the Brand Personality from messaging attributes already found in existing marketing content, synthesising these into eight areas and adding a layer in terms of a simple action verb.

Brand naming

And, through an extensive naming exercise, we arrived at a neologism that reflected the knowledge, experience and capabilities of the organisation and also the information communications technology inherent in the proposition: CitySense.

Brand identity

An associated brand identity was designed to visually link back to the ST Engineering brand through typography and colour.

Brand content

We created an isometric diagram of a city in the form of a 3D illustration and overlaid the three domain areas of Smart Environment, Smart Technology and Smart Mobility.

Brand applications & guidelines

A suite of marketing applications was then developed for the launch of the brand at the World Cities Summit.

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