selected work

/CapitaMall Trust

Brand Strategy /Annual Report concept development / Print Management & Production/Digital Online Annual Reports

Winner of IR Magazine Award (South East Asia) 2006

Securities Investor Association, Investors’ Choice Award 2004 - 2006

Unhappy with their earlier reports, CapitaMall Trust (CMT) appointed Lexis Branding to develop a new annual report strategy to improve not just the financial reporting, overall visual presentation but also alignment to brand messaging. We also worked with CMT to improve clarity in their reports to enhance corporate transparency and better communications with key stakeholders.



Using our “IDEAL” branding approach, we started the project via a thorough process of research, analysis and in-depth interviews with the core CMT management team. The output was a new Brand Vision for CMT, followed by a new brand model that captured the essence of their REIT management strategy - in what we coined as the “6 i’s” - six compelling and bold growth strategies that showcased how CMT has set itself apart as an innovative and leading REIT.

Our efforts were immediately rewarded when our first report in 2004 won for CMT their first financial reporting award - the Securities Investor Association “Investor Choice Award”. CMT continued to win the same award for 3 years running with our second and third reports in 2005 and 2006.

Then in 2006, we won for CMT their highest accolade to date for their annual reports - IR Magazine Award (South East Asia) for a “Highly Commended Best Annual Report”. Since then, our concept of CMT’s annual reports became a template for not just their subsequent reports, but a “template” for their sister REIT companies as well as other competitors in the category.

Lexis wrote, designed and produced both the printed and online versions of all CMT annual reports. Show on this page our 2006 report for CapitaMall Trust.