Repositioning an Established Business Network Through a Comprehensive Corporate Rebrand
Singapore Business Federation (SBF) is the apex business chamber that mobilises the whole of business to magnify a world of opportunities in trade, investment, and human capital. As the conduit between the government and businesses, SBF fosters dialogue, shapes policies, and drives initiatives that enhance Singapore’s economic landscape. In an increasingly interconnected and interdependent world, SBF advances Singapore with future-ready businesses, impactful trade associations and chambers, and a globally competitive, sustainable economy.
To sharpen SBF’s vision and impact, SR was engaged to create a bold, articulate brand identity that solidifies SBF as the first point of contact for businesses and a vital conduit to government engagement.
As a national business chamber managing a diverse portfolio of business groups, institutes, conferences, networks, and programme initiatives, SBF also required a clear and scalable brand architecture to unify its sub-entities and strengthen overall brand coherence.
Brand Strategy
SBF’s brand purpose, proposition and narrative were defined through in-depth engagements with the leadership team and multiple stakeholders on several levels, including the SBF Council Members. A clear brand purpose emerged.
“Mobilising the whole of business, magnifying your world of opportunities”
With SBF, businesses of all sizes get access to a world of opportunities, capabilities and solutions that expand their business horizons.
A Dynamic New Logo and Identity
At the core of SBF’s new visual identity is a distinct logo, symbolising the Federation’s ripple effect on Singapore’s business landscape. This cohesive identity system supports brand communications and brings SBF’s purpose to life across various applications.
Brand Architecture
Following in-depth stakeholder engagement, SR developed a strategic and hybrid brand architecture that unified SBF’s portfolio while leveraging the strength of the masterbrand.
Launch and Future Impact
SR collaborated closely with event agencies, PR agencies, and production teams to make SBF’s brand launch a success. A brand manifesto video was produced, showcasing SBF’s transformation and signalling its future impact on Singapore’s business landscape.
