“At the time of your appointment as the brand consultant, we were going through a difficult time — being under PN17. As such, the rebranding was a crucial element in changing the way in which our key stakeholders view the company.”
— Angeline Lee, Executive Director / Group Chief Executive Officer
BRIEF
The challenge was to re-position the business with a global perspective on providing its clientele with the essential services across the resource sector (oil and gas), chemical sector (manufacturing), construction sector (infrastructure and the built environment), and technical services (focusing on air conditioning for high rise buildings).
RESPONSE
The new brand focused on the business strengths and communicated the global growth strategy — giving Propel Global the stature and international outlook — both internally and externally. A key aspect of this was to reflect the ability to cross-sell these services and gain significant growth through integration. The new identity captured the aspirations for the future whilst reinforcing a narrative of expertise and scalability.
