Opportunity: BCA leads Singapore’s built environment across regulatory affairs and industry transformation. While BCA wears many hats, it has developed several sub-brands to reflect them all. The branding opportunity was to align BCA with a refreshed Vision, Mission, and Values, and review the brand architecture to ensure everyone is clear on BCA’s role.
Insights: Sector research provided insights from multiple stakeholders to support a clear brand architecture. Tangible then developed decision trees to align all BCA’s sub-brands. Research also helped identify the ingredients for BCA’s Vision, Mission & Values. You will see the word ‘Champion’ appear regularly, as this is BCA’s superpower; they really are the Champions of the Built Environment.
Results: Centred around its renewed Mission, BCA has championed the Singapore Green Building Masterplan to new heights, successfully greening 66% of Singapore’s building stock by gross floor area. BCA rolled out the brand-new BCA Green Mark for Interiors, expanding mandatory environmental benchmarks to interior fit-outs and operations.
BCA now champions Singapore’s built environment through five key pillars: 1. Environmental Sustainability & Decarbonization. 2. Industry Digitisation & Productivity 3. Safety & Quality 4. Inclusive & Universal Design and 5. Workforce & Industry Collaboration.
The brand personality of ‘thoughtful, measured and considered’ resonated with most audiences and was adopted for BCA. This became the tone of voice for all our Visual & Verbal Core Elements and communication templates. The BCA logotype was rebalanced with the symbol, and the symbol was redrawn with the progressive tower, now drawn in perspective. A messaging house and verbal identity complemented the communication templates and website design.
The three Values of ‘We Champion Excellence’, ‘We Champion Collaboration’, and ‘We Champion Sustainable Innovation’ became the values behind the employer value proposition. Tangible then developed a staff brand book and internal activation plan to ensure the new Vision, Mission and Values were inculcated throughout BCA.
Tangible developed and tested hypotheses for the presentation of their Lines-of-Business and the BCA brands (e.g., BCA Academy), BCA sub-brands (e.g., BCA awards) and those standalone brands that BCA drove (e.g., Build SG). The result was a clear brand architecture and decision trees that allow BCA to align their brands and develop new brands with clarity and objectivity.
Tangible developed the signage and wayfinding system for BCA to ensure consistent engagement with stakeholders across their different campuses.
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Tangible Pte Ltd.
5 Purvis Street,
#02-08,
Singapore 188584
+65 6338 6320
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