1HQ Singapore’s strategy director, Floydd Wood, discusses his agency’s efforts at rebranding beauty brand Pond’s, at the success it brought to the company. Reimaginin...
Transform
Minorities and brand karma
With the launch of a new Vaseline Transition Body Lotion designed by Lonsdale Singapore, the agency’s strategy team explored how brands can create lasting impact by authentically resonating with niche communities. Aft...
How we build brands that are corporate assets
Sean Langdon, senior managing director of brand and design at Sodali & Co, explains how his company utilises certain values in branding to allow its clients to attract a new generation of investors....
Freedom, choice and empathy: Rewriting the rules in contraceptive brand design
Deborah Stafford-Watson, head of provocation and strategy at global design consultancy Elmwood, explores how designers can completely rethink traditional approaches to women's healthcare brands....
Handmade fashion accessories brand Flat Fifteen undergoes playful transformation
Undertaken by London-based design agency amStudio, the project reflects the brand’s evolving nature towards being solely focused on fashion accessories. By renaming the brand ‘Chooch’ – the nickname company founder Fr...
Prioritising motion when building brand identity
Shelby Georgis, partner and CCO at HLK, explains why, in today’s screen-first world, motion is a vital element of brand identity. Branding has long been about creatin...
Why imagination is good for brands
Gayle Lunn, co-founder at Rebelles Research, offers her thoughts on how going off-script can enrich strategic and creative development. Let’s face it. As strategists...
Growth hacking: Using brand to focus and ignite a start-up
Samantha Temple Neukom, CEO and co-founder at Northbound explains how, by focusing on a core brand idea and aligning every aspect of the company with this vision, start-ups can accelerate growth....
From unnamed to unmatched: How brand identity turned a divested business into a global category visionary
In 2022, Bayer divested their Environmental Science business, instantly creating an unnamed global company of 1000+ people and 200+ product brands in countries around the world. That year, HLK launched Envu, a new bra...
More than just a card: Getting credit beyond credit cards by making the invisible visible
Mastercard was overlooked as a key player in the technology landscape – often misrepresented as ‘just a credit card company,’ rather than the technology leader they’ve always been. Mastercard pioneers much of the digi...
