“Tangible always delivered great work on time”
Vicky Xie, Communications Manager
Collective Designs
Institutionalizing a ‘personality brand’ for a leading Interior Architecture business
Interior Design: Collective Designs is a boutique Interior Architectural company, founded by Selena Tay. The leadership team approached Tangible to help uncover and institutionalise the DNA of Selena Tay, to help scale and grow the business. This DNA was articulated as the ‘principled experts delivering timelessness’
Marketing & Communications
The creative scope included visual and verbal identities but the real opportunity was to help categorise and present the library of project case studies and channel strategy to ensure that potential customer could find relevant projects that dealt with their objectives. Tangible developed a relatively neutral system that allowed the projects to take center stage. Through our communication ideation workshop, we developed branded communications ideas for the team to build branded campaigns and initiatives. Tangible also created an Anniversary logo to celebrate 25 years of timeless design.
People & Culture
Tangible facilitated a People & Culture workshop to educate and inspire employees to deliver the new brand through the work culture. Using the vision statement and values, we ideated everything from hiring and induction programmes to new business acquisition, project processes and knowledge management.
Products & Services
Tangible worked with Collective Designs to review the appetite to move into other commercial areas of Interior Architecture. We also looked at the eco-system of partner and supplier brands to see where and if they were relevant.
Spaces & Places
Rather than try to teach your grandmother to suck eggs, Tangible left the interpretation of branded Spaces and Places to Collective Designs.
