Tiong Seng
Building & Construction Branding: Pioneering possibility as the region’s most innovative building & construction group
Tiong Seng; listed in Singapore, is one the region’s most innovative construction and property development companies. Unfortunately employee attrition rates were traditionally high in this industry as staff move on when construction projects were completed. Tiong Seng faced similar issues and Tangible was brought in to help. Tangible developed the brand and ideated internal initiatives aimed at reducing the attrition rates. This was followed by an external branding project that leveraged Tiong Seng's innovate culture to position the group as: ‘Pioneers of Possibility'. Tangible has subsequently worked on multiple projects with the Tiong Seng Group
Marketing & Communications
The building & construction industry has gone through fundamental changes over recent years, so Tangible refreshed the visual and verbal toolkit to reflect their future forward approach. We also developed a corporate video to capture Tiong Seng’s unrelenting drive to evolve more effective building & construction techniques.
People & Culture
Ideation workshops focused on internal branding opportunities. The first was codifying the ‘Tiong Seng Way’ to ensure that the building and construction knowledge & learning were captured and shared effectively. The second was ideating the induction programme, aimed at engaging employees effectively during their first few weeks.
Products & Services
Tangible created the ‘TiongSeng Group’ and developed line-of-business brands for three key sectors. Tangible then aligned businesses within the group behind the group brand.
Spaces & Places
Tangible created a suite of environmental graphics to inform and inspire the workforce with their internal brand and how that should be delivered on-site.
