Services
Brand design
Investment branding
Sectors
Financial
Location
Singapore
Services
Brand design ,
Investment branding
Sectors
Financial
Location
Singapore

Guiding a leading international exchange towards strategic investment branding.

As the largest stock exchange in Southeast Asia, Singapore Exchange Ltd (SGX) underpins Singapore’s reputation as a leading global financial centre. Integral to SGX’s leadership role is championing world-class reporting practices in Singapore. In addition to advocating sustainability reporting across its listed companies, SGX entrusted Sedgwick Richardson with guiding its Integrated Reporting <IR> journey.

We began the journey by benchmark SGX’s investment branding and <IR> content with global peer exchanges as well as best practice integrated reporters in order to establish enhancements to the content strategy and structure.

The challenges & opportunities

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How do you explain with simplicity the value creation story of a complex organisation?

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How do you signal that sustainability means serious business through the strategic management of risk?

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How do you attract human capital in the face of stiff competition and signal the brand story?

Investment Brand Identity

This is a journey that has spanned four consecutive years and established an understated investment brand identity for SGX. The editorial design strategy established from the start has evolved in recent years beyond a minimalist approach and a stronger investment brand narrative has emerged through thematic messaging.

Investment Roadshows

Repurposing relevant content from SGX’s performance reports, we have assisted in crafting compelling investor presentations for international roadshows and CEO presentations.

Attracting human capital

With the financial services sector expanding in Singapore, a host of local and international banks and other financial institutions are in hot pursuit of the nation’s limited pool of graduates. Working with the SGX HR team to attract human capital, we took an educational approach, linking the macro-economic role SGX plays to a series of key data points and drawing attention to what makes the SGX Management Associate Programme unique: the access it offers to senior leadership and to a “World of Talent.”

Asia’s Global Exchange

Integrating SGX’s investment and talent branding initiatives with its overall positioning as Asia’s Global Exchange required a high-level corporate branding narrative. Our starting point was to distill messages from SGX’s new CEO and to craft these into succinct messaging for a brand communications campaign.

The performance

Through a process of engaging SGX’s leadership team over the years, we have developed and delivered an integrated content strategy for SGX’s investment brand on its integrated reporting journey. A visual and verbal narrative has been established, one that links the business model with the organisation’s strategy and its value creation story in the context of the <IR> capitals.

The Sedgwick Richardson team advised and inspired SGX in its journey towards Integrated Reporting in the creation of our 2015 annual and sustainability reports. From content structure to concept design, theme development and information visualisation, the talented team from Sedgwick Richardson was highly flexible in guiding the development and delivery of SGX’s inaugural <IR>. Their professional and highly collaborative approach has led us to entrust the Sedgwick Richardson team with building the SGX investment brand narrative across key IR touch-points as well as with employee branding initiatives.

Darrell Lim
(Former) Head – Investor Relations | Singapore Exchange
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