North East Aircon: Aircon, Materials and Tools
Energy and Utilities Branding: NorthEast Aircon, Your all-in-one store with reliable support. Its all here!
Established in 1990, North-East Aircon is a Singapore-based, family-owned business that has been providing Air-Conditioning, Equipment, Materials and Parts to the building industry for over 30 years. The sector largely operates traditionally, with tradesmen purchasing and collecting materials at North-East’s warehouse. North-East saw the imperative to update the brand by introducing e-commerce and creating a more distinct brand for their House-Brand; DNE.
The opportunity was to grow the offer in Singapore and around the region by clearly articulating their Purpose & Values, review the presentation of the offer, update their communications for both North-East and DNE and develop a strategic communications plan for growth.
Marketing & Communications
Dependability resonated with key stakeholders, so Tangible developed a refreshed Brand Identity and Visual & Verbal Toolkit to capture this personality. North-East’s symbol represents a ‘One Stop Shop,’ while DNE leveraged the Polar Bear as a symbol of strength and durability. In reviewing the brand, Tangible ensured the creation of a Messaging House targeting North-East’s key customer segments. Tangible then developed a communication activation plan aimed at driving traffic to the new website (also built by Tangible) and allowing users to experience the ‘Amazonification’ of air-conditioning. The website was designed to be both customer- and product-centric, with the homepage identifying key user types and presenting relevant information for each. The product pages focus on categories, comparisons, features, and call-to-actions (CTAs), making it super easy to find everything you need.
People & Culture
The values Tangible developed for North-East help shape their service philosophy and key messages for staff.
Products & Services
Tangible developed several brand architecture models to explore the relationship between North-East and DNE. We also created models to define North-East’s capabilities and product offerings. Ultimately, the website allows users to search for products using various filters, compare products, build a shopping basket, get in touch, and make purchases.
Spaces & Places
Tangible supported North East Aircon’s signage and OOH for their corporate office and warehouses in Singapore by providing brand-related communication, as well as signage design and fabrication specifications.
