“We are very pleased with the results of the branding project. Tangible delivered over and above expectations. Their research had breadth and depth and their presentations were well prepared, lively and productive”
Jena Teo, VP, Business Development
Sunningdale Tech
Building the brand for a global top 10 precision plastic engineering group
B2B Brands: Sunningdale Tech is a leading global precision plastic solution provider known for their engineering expertise and experience. With the ability to manufacture items smaller than a grain of rice, precision and innovation are the hallmarks of the business. Tangible created a brand to not just reflect the scale and abilities of the company, but also the internal ‘engineer’-type culture that prides problem-solving and exploration of new ideas.
Marketing & Communications
Tangible developed both the visual and verbal core elements based on a meticulous persona. The graphic language was inspired by the precise point of transformation where ideas become reality. We then art directed photo and video shoots in Singapore, Malaysia, and China. Everything came together with production of a corporate video and websites for the brand and all its 7 subsidiaries, to tie in with the company’s annual planning retreat.
Products & Services
Over the years, Sunningdale Tech has grown both organically and via acquisitions. To better illustrate how subsidiaries all work together, Tangible suggested different ways to align their visual identities, we explored everything from a monolithic identity system to alignment through visual core elements. Tangible also reviewed how Sunningdale Tech articulated their lines of business and product menu to ensure that all the business units were aligned behind a common set of capabilities.
Spaces & Places
Tangible used the brand promise and personality to develop the interior design concepts for Sunningdale Tech’s reception experience in all their offices around the world. This modular system had to allow for an unmanned reception, exhibition area and meeting rooms for multiple clients to meet in privacy.
