Tag: Brand refresh

Singapore – SPH Media has announced its recent revamp of its brand identity, in an aim to better reflect its evolution and ambition as a relentless creator of quality content and experiences, amidst the changing media landscape.

The brand refresh is another milestone for SPH Media’s transformation journey, on digitalisation, audience engagement and talent development, which started two years ago. Throughout the journey, it remained steadfast in its mission to be the trusted source of news on Singapore and Asia.

The refreshed brand includes a new logo that pays tribute to SPH Media’s heritage while capturing the company’s progression. The logo stands for the importance of giving a voice to Singapore and to all those who call Singapore home, while inspiring conversations and providing quality content to enhance the lives of the audience. 

The logo incorporates elements such as the Symbol which reflects SPH Media’s pursuit of quality journalism and content creation, representing the narratives that reflect the identity of individuals and communities. The bold curves, open design of the logo and the choice of colour – harmony blue, come together to evoke a sense of vibrancy, inclusiveness and adaptability. 

Another asset in the SPH Media brand revamp is the so-called ‘The Symbol’, which serves as a secondary graphic, and highlights the significance of the representation, communication, and conversation to the ongoing richness and diversity of Singaporean culture.

Fen Peh, head of corporate marketing and communications at SPH Media, shares, “We are excited to unveil SPH Media’s refreshed brand, a testament to our commitment as the relentless creators of content and experiences. The revitalised visual identity highlights our ongoing dedication to impactful storytelling and providing platforms for essential narratives. The brand refresh also aligns with our transformation journey amidst a highly competitive media landscape, as we continue to evolve our portfolio of news, entertainment and lifestyle media to engage our audience.”

The refreshed brand officially launches today, and will be supported by a social media campaign that will take audiences on SPH Media’s journey from its past to the future, familiarising them with the stories told and SPH Media’s brand identity.

Singapore – Sports company Decathlon has recently unveiled its latest ‘Ready to Play?’ campaign, inviting customers and colleagues to embrace life and sports with a refreshed brand identity and an all new ‘Orbit’ logo. 

Made with creative agency Wolff Olins and AMV BBDO, Decathlon presents an overhauled strategy, visual identity, and overall brand experience, redesigned to more clearly align its 85 ‘in-house’ brands with the overarching Decathlon brand. 

For the campaign, the creative team also developed a fresh approach to art direction involving a greater emphasis on inclusion and enjoyment, serving as an invitation to the public to get involved, steered by the campaign line “Ready to play?”

Going into the details of the rebrand, Decathlon unveiled its refreshed brand purpose, which is to “Move people through the wonders of sport”, giving people an accessible entry to live active lives, and allowing them to experience the joys of the sports that they immerse themselves in. 

Decathlon’s new Orbit logo also expresses their brand identity, serving as a symbol of openness for everyone to embrace it for what it means to them, whether it is accessibility, high-performance, innovation, or a positive impact on the environment.

Decathlon aims to bring its new positioning and identity to life by connecting product to a larger emotion or activity leading with expressive and relatable imagery and captivating content, introducing new merchandising and storytelling, bringing moments of delight through motion, content, and much more. 

Talking about the campaign and brand refresh, Barbara Martin Coppola, global CEO of Decathlon, said, “At Decathlon, we believe that sport has a vital role to play in helping societies to be healthier and happier. Sport helps us to reconnect with our humanity, with the planet, and with our physical selves. So, we took a moment to ask ourselves who we really want to be, and why we exist as an organisation.”

“From this, we wrote our North Star. This is our long-term ambition, and our guiding light to have all the positive impact we can have in the world. Guided by the North Star, a new purpose was born, to Move People Through the Wonders of Sport.”

“We are all incredibly excited and proud to share with you the new chapter of Decathlon. One that will help many people around the world experience the wonders of sport,” she ended.

Singapore – Southeast Asian womenswear brand, Love, Bonito, is redefining womenswear for the Asian woman with a new brand identity and a revamped assortment strategy. The change signifies the brand’s commitment towards its long-term vision of becoming the go-to destination for Asian women. 

Fronting the campaign is a line-up of Asian women, specifically chosen for their personal stories and outlook that strays from what a stereotypical Asian woman should be or look like.

To kickstart a new era, the new brand identity includes a sleek heart-shaped monogram that plays to the brand’s initials ‘LB’ and new colours beyond its iconic peach. The brand also challenges the perfect Asian women stereotype by taking on a sassier tone of voice, which will be reflected across the brand’s omnichannel platforms. 

Dione Song, CEO of Love, Bonito, said, “It’s high time we celebrate our brand, one that is created in Asia, lovingly made for Asian women, by Asian women. While many of our Asian cultures have been known to be more conservative, we want the world to see who the multifaceted Asian women is in this 21st century. By doing so, we want to let Asian women know that it is perfectly alright to be unabashedly ourselves while keeping to our roots and heritage.”

She added, “Our consistent double-digit year-on-year growth since 2020 has been encouraging and we will be rolling out a new assortment strategy as part of our new brand identity. The vision of being the go-to destination for Asian women is big, and we are just getting started.”

Love, Bonito will also introduce a change in its assortment strategy to ensure a more curated range. Based on over ten years of customer data, combined with machine learning and artificial intelligence, the streamlined assortment includes three key lines: Signatures, Staples and capsule collections. This revamp will provide apparel for work, weekend, casual, holiday and fancy occasions.

APAC – Global health and beauty retailer AS Watson announces its brand refresh featuring a modernised visual identity that injects more energy into the brand, as well as a new brand circle that focuses on the brand’s values. 

The refreshed brand direction aims to bring its 180 years of heritage to the forefront of the business with added vitality to propel the company towards achieving sustainable growth in decades to come.

Within the newly refreshed logo, a red-colour background has been introduced alongside the existing dragon and unicorn, symbolising a combination of east and west, as well as a nine-level pagoda, which represents ethics, values and respect.

The brand name has also taken a simplified approach by renaming ‘A.S. Watson’ as ‘AS Watson’, symbolising the past, present and future achievements of the brand.

Furthermore, the AS Watson Brand Circle is introduced to symbolise unity and wholeness in the organisation, bringing together its clear purpose, vision, mission and DNA.

AS Watson’s rebrand aims to embrace new opportunities, with the goal to be a first-choice shopping destination for quality health, beauty and lifestyle products and services on its O+O platforms.  

Expressing her excitement on the refresh, Malina Ngai, CEO of AS Watson (Asia & Europe), said, “This marks a significant milestone in our company’s history. We are AS Watson! Together with our 130,000 colleagues, business partners and stakeholders in the communities where we operate, we are dedicated to love our customers and deliver our simple yet powerful purpose – to put a smile on our customers’ faces today and tomorrow.”

Manila, Philippines – The Philippine Digital Asset Exchange (PDAX) has unveiled its new brand communications today – a straightforward ‘Choose PDAX!’.

PDAX was the first virtual currency exchange operator licensed by the Bangko Sentral ng Pilipinas (BSP) back in 2018. The platform enables Filipino consumers to easily buy, sell, and trade cryptocurrencies.

PDAX said the new ‘Choose PDAX!’ tagline reflects the new and improved services it offers and the upgrades it has applied to the PDAX app and web exchange.

A recent brand refresh gives its web app a more easy-on-the-eye palette. The change coincides with the upgrade of the mobile app which saw several changes to the app interface such as new screens for its dashboard and in its trade and cash-in and out functions, amongst others.

Trading has now also been made easier with the previous Primary and Exchange wallet, which is now consolidated into just one PDAX wallet. Furthermore, all cryptocurrencies are now accessible on the web exchange, similar to the mobile app.

Presently, PDAX gives one-stop access to 34 cryptocurrencies. Earlier this year, it launched its prime service, PDAX Prime, which gives clients access to 21 in-demand digital assets across its platform and through Treasury OTC.

Singapore — WPP and The&Partnership’s joint venture, global media network m/SIX, has announced a significant refresh to its brand identity with a change of name to mSix&Partners. The brand refresh also includes a new ownership structure: ‘Best of both Worlds’, as well as a new agency positioning: ‘Further, Faster’.

Following their strengthening of global leadership structure earlier in the year and significant growth during the pandemic, the agency’s new name of mSix&Partners is designed to better reflect the unique ‘Best of Both Worlds’ ownership structure that has galvanized its rapid expansion and strengthened its partnership with its people, clients and other agencies within the WPP network.

The agency has also demonstrated significant growth over the last two years, increasing total billings by 31 per cent, due to new client wins including PUMA in the Asia Pacific region and many more in other markets.

Jack Swayne, managing partner and global CEO of mSix&Partners, said that as a business, they are doubling down on partnership. Swayne added that partnership has allowed them, their clients, and their people to adapt to change in the past and will be even more important as they lean into a continual change in the future.

“Our name must reflect who we are and who we want to be, an agency that is at the forefront of data, tech and media and knows how to connect that to brand experience, comms and unique ways of working; mSix&Partners does that perfectly,” Swayne said.

Dan Whitmarsh, strategy partner and global CSO of mSix&Partners, commented on the new agency positioning, saying, “Further, Faster is the primary benefit our clients feel from working with our unique partnership. Whether the goal is a transformation of their agency model or understanding of how to drive full-funnel effectiveness, we take our clients further in achieving this, faster than anyone else.”

This new positioning brings together all of mSix&Partner’s capabilities across media and commerce, measurement and technology with their well-proven expertise in developing bespoke, integrated multi-discipline teams, often embedded alongside their clients’ marketing operations.

Swayne further commented on the agency’s new brand identity, sharing “mSix is a unique agency: no-one else can combine the agility and entrepreneurial spirit of an independent with the scale of investment in media, tech and talent that only WPP can bring. Our exciting new identity and positioning will be applied across the entire mSix&Partners global network of 49 offices across 41 countries.”

Kuala Lumpur, Malaysia – AirAsia Group Berhad, the Malaysian-based multinational company consisting of multiple endeavours from its low-cost airline to its super-app, has announced a corporate brand refresh with a new group name: Capital A. Said rebranding reflects the groups’ new core business strategy as an investment holding company with a portfolio of synergistic travel and lifestyle businesses.

It should be recalled that the announcement of the rebrand was first made through a filing on Bursa Malaysia, the stock exchange in Malaysia, on 28 December 2021.

For Tony Fernandes, CEO of AirAsia, now Capital A, the rebrand is not just about unveiling a new logo and name but rather celebrating a significant milestone that marks a new era for the Group. He also added that the announcement reinforces that they are no longer just an airline anymore.

“While the airline will always underpin the AirAsia brand, it has long been my firm intention, well before COVID hit, to leverage the strong data we have built up over 20 years and incorporate industry-leading new technologies to offer a broad range of products and services, over and above selling just airfares. The pandemic has allowed us to accelerate that strategy,” Fernandes said.

He also added that the group has continuously evolved based on driving innovation and meeting ever-changing consumer demand, stating that the strategy behind the change of name is to introduce a new corporate identity that better reflects the Group’s core businesses today and its future undertakings, in tandem with our rapid transformation from an airline into a one-stop digital travel and lifestyle services group. 

Fernandes believes that the new company name will also further enhance the marketability of their products and boost the success of the Group for the long haul.

“Essentially Capital A is an investment company with a broad portfolio of businesses which all deliver the best value at the lowest cost, supported by strong data built up over two decades. We also have one of Asia’s leading brands to ride on, a strong people-first culture and an underlying promise of remaining committed to serving the underserved in all that we do. Just like what the airline has done from day one, all of our different lines of business will deliver the same strategy that is underscored by doing what we do best – making travel and everyday lifestyle services affordable, accessible and inclusive to all,” Fernandes explained.

In regards to the group’s airline service, Fernandes clarified that the airline won’t be changing its name, stating that it is one of the strongest brands in Asia and provides a solid platform for all of their other products and services to leverage from each other.

“Even though the last two years have been the most difficult and disrupted years in the history of commercial aviation, I welcome the year ahead with much greater confidence. Domestic air travel has already started to rebound in our key markets. While there may be some delays for international flights to return to pre-Covid levels due to the Omicron variant, I believe this will be short-lived as many global health experts are also predicting, alongside accelerated vaccines and booster shots as well as the world gradually learning to live with COVID,” he added.

Capital A aims to hit multiple visions by 2026, which includes its airlines connecting over 1 billion people in ASEAN, its airasia Super App being the super app of choice in ASEAN, 10 million monthly active users for their digital bank BigPay, 5 million sign ups for its edutech arm AirAsia Academy, and over 21 million monthly orders on airasia grocer, its online grocery service.

The company has long expanded its portfolio of companies and projects, from its venture to e-commerce, ride-hailing, and digital banking, towards lifestyle endeavors such as its super app, a record collaboration called Red Records, and its VTuber agency project, Project Kavvaii.

Toronto, Canada – Global advertising marketplace Index Exchange has announced a brand refresh, revealing a new logo as well as significant updates to its visual identity. The company said the changes signify a new direction for Index, repositioning the company as an efficient omnichannel exchange. 

Together, the updated logo and visual brand communicate the idea of growing collectively with the industry, with a mission of accelerating the ad technology evolution towards total market efficiency, and further connecting media owners and buyers in a seamless fashion. 

“Throughout our company’s history, we’ve consistently led change and embraced the ability to pivot towards what’s next, leading our industry in delivering transparency, safety, and control to our customers. This evolution of our company will bring those same efforts to additional channels and formats, and our updated exchange and brand are reflections of this next step in our story,” said Lori Goode, chief marketing officer at Index Exchange.

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Part of the brand refresh as well is a restructuring of the company’s entire exchange architecture, debuting a modern, scalable exchange that provides increased efficiency for the company’s customers, as well as an ability to scale and innovate in new channels and formats. 

Layered within the platform is a newly rebuilt predictive intelligence engine, enabling Index to better align supply with the right demand and minimize wasted volume to benefit media owners, buyers, and DSPs. The modernized exchange will also allow Index to accelerate the development of omnichannel solutions for its media owner and buyer customers. 

“Our transformed exchange architecture is a critical step in accelerating the industry, especially as we prepare for a world without third-party cookies and accelerate into new channels and formats. The stakes have never been higher, and we remain committed to helping our customers not only embrace, but lead change for the long-term as we navigate the continued evolution of our industry,” said Andrew Casale, president and CEO at Index Exchange.

The updated exchange will allow the company to deploy features for Index’s customers faster than ever before and seamlessly handle the billions of transactions the exchange processes daily. Layered within the platform is a rebuilt predictive intelligence engine, enabling Index to better align supply with the right demand and minimize wasted volume to benefit media owners, buyers, and DSPs. The modernized exchange will also allow Index to accelerate the development of omnichannel solutions for its media owner and buyer customers. 

Index Exchange’s presence in the Asia-Pacific include Tokyo, Japan and Sydney, Australia.

Singapore – Singapore’s multicurrency e-wallet YouTrip revealed in a press announcement that it will be undergoing a brand rehaul, slated for early 2022. 

The advanced announcement comes as the fintech unveils its plans to establish an innovation lab in Singapore to fast-track its technology capabilities and product development. The fintech shared that the new lab will see its workforce double by 2022 which will be crucial in driving the development of a new suite of multicurrency products including the new brand identity. 

YouTrip’s brand proposition is to offer the best mobile financial services by simplifying foreign currency payments and offering the best exchange rates. With the new branding, the fintech aims to reflect its transformation from a travel wallet to a broader digital payments app that drives its mission of simplifying multicurrency spending. 

Together with a new brand debut, YouTrip will also be redesigned with new features such as a virtual card, an interactive exchange rates dashboard, and also YouTrip exclusive deals, as well as the ability to hold more popular currencies in the wallet.

YouTrip also revealed the launch of another product YouTrip Business, likewise to be released in early 2022. 

YouTrip Business is a new multicurrency corporate credit card aimed at helping companies of all sizes save money and time on cross-border payments. Compared to the consumer product, the new business card promises higher spending limits while transacting at the best exchange rates in over currencies, with credit terms offered to selected business account users. YouTrip Business will also enable companies to issue multicurrency cards to employees. 

Caecilia Chu, co-founder and CEO of YouTrip, commented that despite the travel standstill, there has been continued significant growth in overseas online spending which underscores the importance of cross-border payments for consumers and businesses.

According to YouTrip’s own cross-border e-commerce study for 2021, there has been an 84% year-on-year increase in online overseas purchases by Singaporean users from the period of July 2020 to June 2021.

Chu said, “With this shift in spending, our advancement in innovation to offer a wider suite of multicurrency is timely, and drives our goal of elevating the cross-border payment experience for our users in Singapore and the region. We are incredibly excited to embark on this next phase of our business growth and Singapore’s developed tech ecosystem provides the conducive conditions to propel this forward.”

She adds, “Singapore is a special place to us, being the first market where we introduced YouTrip to the world…we look forward to driving the next generation of cross-border payment innovations, and to help build a stronger pipeline of talents that will fortify Singapore’s position as a global fintech hub.”