Brandcourage is a forward-thinking creative agency in Singapore, we create and communicate the essence of brands.
Types of work

Brand DNA® | Brand Strategy

Brand and Product Architecture

Brand Communications

Secret Shopper (with key global competitors)

Types of client

Technology | Software As A Service (SaaS)

In a figurative sense, Brandcourage saw this as building a business from a small local player to being seen as a leader and regional brand and the go-to-place for HR in the cloud. In a literal way, there were plans to expand the offer; to new countries; to reach out to new customers; and offer new products. In both contexts, there was a need to protect and exploit JustLogin’s intangible assets and their brand needs to be codified, maintained and amplified in its consistency.

The positioning was built upon the premise that they were ‘The HR cloud that does it all’ – allowing business owners to pursue their business goals without worrying about HR…

So what are we promising? In order to develop an effective positioning we needed to make a critical assumption as to whether or not the target audience needs to know, or cares about, the fact that this is a ‘cloud based’ service. Even if we assume yes, the question is then, should it be a communication point or embedded in the brand position. Research showed that it was in fact an important feature; but still we needed to support this with messaging to the target to communicate the key benefits.

The communications, built the narrative that JustLogin was a robust solution; able to meet the pressing HR needs of local SMEs, whether big or small; easy to use and relatively inexpensive; and that the developer was continuously updating it to adapt to changing the market.


“The positioning was built upon the premise that JustLogin was ‘The HR cloud that does it all’ – allowing business owners to pursue their business goals without worrying about HR.”


JustLogin sort to differentiate itself against a plethora of online / software as a service (SaaS) brands that offered human resource solutions to SMEs (big and small). They had been in the market for a while and struggled to define “what was unique and different’ about their offering and how to market these services.


We conducted a ‘secret shopper’ on all the major global competitors (collecting and collating their pricing, offers, sales techniques and go-to-market strategies). From this intel, the solution in terms of positioning and messaging, was found. It was to address the need for a complete suite of tools; whereas competitors focused on one, two or maybe three of the major features necessary for HR  management, JustLogin was able to provide the “just right” cloud offering for all HR needs — the line ‘The HR cloud that does it all’ reminded me of Lord of the Rings (“One ring to rule them all”) … it was a great fit.


Project team
Colin Anderson (Managing Director)
Chew Kok Hsiung (Design Director)
JY Foo (Brand Designer)
Yolande Leong (Brand Designer)

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