Asian Culinary Institute (ACI) Singapore
Education & Research Branding: Building skills through our comprehensive programmes and network of experts, to facilitate innovation for Singapore’s Food Services Industry
Asian Culinary Institute (ACI) Singapore is a collaboration between SkillsFuture Singapore (SSG) and Nanyang Polytechnic (NYP). ACI offers subsidised training to two very different groups: i) the Food & Beverage Services Industry and ii) individuals wishing to develop their culinary expertise for various personal and professional ambitions. Tangible was engaged to refresh the brand, improve its appeal, and position it as the preferred choice for adult learners and corporates seeking top-tier solutions and training. While ACI saw the solution in communications, Tangible saw the primary answer in brand architecture followed by clearer communications.
Marketing & Communications
Tangible created a Visual Core Elements system before applying them to communication templates. They embodied a friendlier approach, with warmer colours and hand-scripted typography while referencing NYP’s parentage. Imagery captured both the excitement of the learning experience and the sheer sexiness of food photography. The tagline “Lifelong Learning with Nanyang Polytechnic” was adopted not only by ACI but also by the other schools under NYP. Finally, a Messaging House translated the Brand Values into clear, impactful messages, effectively communicating the benefits to diverse stakeholder groups.
People & Culture
As with many of Tangible’s projects, the Values influence the culture and expected behaviour. With ACI, the three values were: i) enabling learning through a strong network, ii) facilitating innovation through comprehensive programmes, and iii) ensuring quality training through governance and track record.
Products & Services
Brand Architecture was the most influential part of our project, as Tangible modelled and tested different options with key stakeholders before making recommendations. The objective was to determine the best way to categorise ACI’s offer to be clearly understood by both internal and external stakeholders. The solution was two Lines of Business: i) ‘Corporate Capability Development’ and ii) ‘Training for Individuals’. Each Line of Business was further categorised by the type of training provided. This allowed ACI to clearly present either their entire portfolio of courses or target courses for very specific audiences.
