selected work

/United Engineers

Brand Strategy /Brand Identity System/ Brand Architecture /Brand Engagement / Brand Communications

United Engineers (UE) is one of Asia's oldest and largest engineering and construction companies. When they came to us, UE was a group of companies who have expanded precariously into various unrelated industries in a bid to grow its topline.

We worked with UE to rethink their positioning and focused their brand strategy. We simplified their brand architecture and restructured the organisation from 6 divisions to 3 powerfully-integrated business units based on a seamless customer-benefit solution - "Design, Build and Manage" (or simply Engineering, Construction and Integrated Facilities Management). Today, UE is highly regarded as a premier and "First Class" engineering company for its high quality and world-class infrastructure projects that include Biopolis and Marina Sands Bay integrated resorts in Singapore.