IDENTITY COUNSEL BRAND GROUP

BUILDING BRANDS FOR

BETTER BUSINESS
1. About Us
2. Clients
3. What We Do
4. Proprietary Tools
5. Our Work
6. Testimonials
ABOUT US
OVER 75 BRANDS
ACROSS 12 COUNTRIES
FROM FORTUNE 500 TO START-UPS
ACROSS 32 INDUSTRIES
Integrated brand strategy, design and
marketing for emerging brands.
Identity Counsel is a full-service brand focused agency based in Singapore. Since
2002 Identity Counsel has been in the business of creating, maintaining and
evolving brands. It’s our belief that the best brand experiences are rooted in clear
thinking and rich storytelling.
BRANDS
WHAT WE DO
CREATING BRAND
VALUE & BUILDING
BETTER BUSINESS
IDENTITY COUNSEL BRAND GROUP

ICONIC
WHAT DO YOU WANT TO ACHIEVE?
BRANDS
CREATING BRAND

BUILD
VALUE & BUILDING
BETTER BUSINESS

BRAND RELATIONSHIP

BRAND REPUTATION

BRAND PERCEPTION

BRAND BUILDING
Our approach helps brands discover their

BRAND VALUE
GROW
true essence; the one thing that differentiates
the brand, speaks directly to the needs of the
target, and drives the prospect to action,
assuring your brand and marketing strategy
performs at their highest level BRAND MARKETING

REACHING YOUR CUSTOMER

INCREASING AWARENESS

NURTURING LOYALTY & ADVOCACY

INCREASING SALES
WHAT DO YOU WANT TO ACHIEVE?

CREATING BRAND
VALUE & BUILDING Bonding
Emotionally connected
BETTER BUSINESS
Advantage
What makes it better than the others?

Performance
Does it work?

Relevance
BRAND BUILDING Is it relevant to me?

Presence
Do I know about you?

BRAND MARKETING
WHAT WE DO

BUILD
BRAND
Brand Strategy Verbal Brand Identity Visual Brand Identity

Research & Insights Naming Logo

BRAND BLUEPRINT Brand Positioning Tagline Brand Identity Design
Brand Purpose Brand Personality (Voice) Brand Guidelines
Brand Architecture Brand Messaging Platform

GROW
BUSINESS Creative Campaigns Digital Experiences Communications

BRAND MARKETING Brand Launch Websites Marketing Strategy & Planning

New Product Launch Email Campaigns Print/OOH/Video Advertising
Brand Awareness Banner Ads Brochures & Collateral
Social Media Pitch Presentations
Direct Mail
PR activities
IDENTITY COUNSEL BRAND GROUP
HOW WE DO IT
BUILDING A
POWERFUL
BRAND STORY
Brands bring something great to the
world. Something that makes customers’
lives richer, better and more meaningful.
We reveal what that something is and
then communicate it in a way that
engages everyone it touches.
Brand Audit
Series of one-on-one,
open-ended interviews &
workshops with key
management, employees
customers and partners.
Understand your current
brand state and your desired
brand intent through an in-
depth workshop. We focus on
the company’s strengths, goals
and the unique value it
provides to its customers.
Interviews & Customer Audit
Secondary Research
Personality Workshop
Brand Definition
Understanding that one simple
truth that pivots the brand.
Articulate the most compelling
position for the brand and an
architecture framework for the
brand to grow into.
Develop Attributes
Discover Personality
Define Vision and Mission
State our Values
Set our tone and manner
Articulate our position and
promise.
Build an architecture matrix
Brand Expression
An integrated single authentic
visual style that is consistent to
the brand’s personality.
Voice & tone – Key
expressions of brand
personality.
Align every consumer touch
point with a consistent
Application of the brand’s logo,
colours, patterns, fonts etc
Brand Style Guide.
IDENTITY COUNSEL BRAND GROUP

BRAND MARKETING

AMPLIFYING
THE BRAND
BUILDING 360 Degree Marketing and Planning Approach
THE BUSINESS
Creative Digital Communications
We understand that effective marketing brings
the truth of a brand to life in the hearts and Campaigns Experiences
minds of your customers. Our brand marketing
approach ensures that all of the brand’s
Websites Print Advertising
marketing efforts work together to tell a Brand Launch Out-of-home Advertising
meaningful story – your story – in a way that Email Campaigns
New Product Launch Brochures & Collateral
attracts more customers and builds your Banner Ads
Brand Awareness Point-of-sale Materials
business. Social Media
Sales Presentations
Direct Mail
Trade Shows & Events
PROPRIETARY TOOLS
BRAND POSITIONING
BRAND ARCHTYPE
BRAND ANATOMY
BRAND ARCHITECTURE
 BRAND POSITIONING

TANGIBLE INTANGIBLE

WHAT YOU HAVE WHAT YOU DO HOW YOU DO IT WHO YOU ARE WHY YOU DO IT

INFRASTRUCTURE PRODUCTS AND PROCESS AND PEOPLE AND PURPOSE, MISSION,

SERVICES APPROACH VALUES CAUSE
BRAND PERSONALITY WORKSHOP IDENTITY COUNSEL BRAND GROUP
 BRAND ARCHTECTURE

STAND-ALONE LINKED

A CLEAR BRAND
ARCHITECTURE

ORGANISATION
DOMINANT
Answering some key questions about a company’s
current brand portfolio and future brand ambition can
help to clarify strategy and determine which type of
brand architecture will be most effective.

Where does the brand equity currently reside?

What face do you present or want to ‘spotlight’?
What degree of differentiation is required?
What brand model best delivers ?
Does the visual identity support the brand

DOMINANT
architecture?

OFFER
•
OUR WORK
Axis Engineering
Since 2000, Axis Engineering has been a relatively
quiet player in the engineering of integrated system
analysers for the oil and gas industry. The key
challenge was to be stage itself from being a small
player to one that could undertake large scale projects.

The tasks involved a clear articulation of the vision of

the company, developing a brand blue print in
verbalizing ‘what does the brand stand for and the
promise it makes to its customers’, synergizing the
three companies in their brand visual identities to
belong to the same family.

The Idea that Axis ‘Makes a Measurable Difference’

that served the world with fit-for-purpose solutions was
developed. The identity was created with this promise
in mind and looked to unify its other companies as one
identity to come across as ‘stronger together’.

Strategy
Architecture
Identity
MIMI Homes
The brand challenge was to enter the new market by
creating a distinctive brand idea and identity for the
brand to grow into.

With a vision to transform daily home environments into

extraordinary unique and positive experience, the
brand theme of ‘The Look That Makes You Feel’ was
developed. The product architecture based on styles
was also developed with three collection brands: RIO,
Hamptons and Downtown.

The identity of the brand was then created keeping the

attributes, position and personality of the brand. The
symbol combined the letters M and I. The logotype was
a sans serif type denoting a contemporary feel
combined with elegance and simplicity.

Strategy
Architecture
Identity
UTU Global
In a world where ‘disruptive’ ideas have led to ‘new
normal’, Identity Counsel was entrusted with
branding UTU, a rewards platform is set to change the
way one will engage with rewards and the loyalty
world.

A platform that will empower consumers by removing

pain points of forgetting the expiry of points, missing
out on points, or having too many cards. UTU converts
and combines all points earned into UTU points, thus
giving one the freedom to redeem points across brands
and borders.

Identity Counsel partnered UTU in defining the brand

promise and creating the brand identity. Workshops,
brainstorms and audits later an idea was born. With the
product empowering consumers to use their points
without limits and allowing one to maximize one’s
points led to creation of the brand promise - ‘making
everyday more rewarding’, expressed as ‘Everyday
More!’

Strategy
Naming
Identity
Fitness Factory
A Brand Strategy & Identity For Fitness Factory, Now
Pumped Up For Regional Growth.

Scaling The Brand Identity Counsel crafted a new

vision: Passionate In The Pursuit of Transforming As
Many People Into Being Their ‘Own Personal
champions', One Person At A Time. To fulfil this vision
we created a brand architecture that started with
branding their core differentiator - their propriety
strength training program as Joan & Augustine
Personal Strength Training Program ® This would
help establish this brand across a broader audience in a
landscape saturated with promises of quick fitness
results through trending techniques. We then designed a
new vibrant visual identity that reinforced the word FIT
with the promise of STRENGTH FOR LIFE. The new
architecture included the Program, an Academy, the
Gym, Consulting and a Foundation. The new visual
identity is now being rolled out across all consumer
touchpoints from refreshed interiors, an expansive
website and targeted social media.

Strategy & Positioning

Architecture
Identity
MacCoffee
Strategic positioning and brand architecture for the
corporate brand Food Empire, along with Russia’s
leading 3-in-1 coffee brand MacCoffee and supporting
brands of Kracks and Petrovskaya Sloboda. Markets
Included Russia, Ukraine and the CIS Region.

Based on the product attributes of it being a quick and

convenient coffee, the brand aimed to sharpen the focus
by fueling the consumer’s external needs of ambition
and achievement. The insight of ‘Time is of the essence
and it’s important to seize the moment’ led to the
positioning of ‘Power Your Now’. The brand idea was
then cascaded across all markets through a global brand
conference in Singapore. The idea was further carried to
other parts of the globe including Africa where it also
fueled the empowerment of Women on Women’s Day
with a “Power Your Now’’ campaign.
Dutch Lady
As a part of its plans to grow and harness greater value
from its portfolio of brands in a high growth industry, the
brand was keen to design an optimum brand strategy
which would enable it to move to the next level. The
tasks involved is a clear understanding of the consumer
segment and what makes him/her tick. Evaluating and
understanding the strengths and opportunities that the
brand can leverage. To draw relevance of the global
brand positioning of ‘Get Ready For Life’ in the context
of the Singapore market.

Identity Counsel embarked on an in-depth

understanding of the category and the consumer- brand
relationship by conducting a qualitative and
quantitative research along with sales, trade and
management interviews. This paved the way for outlining
specific building blocks for the brand to grow into from
gaps in the market, suggested product innovations and
furthering the brand essence.
Nippon Paint
Identity development and manual for Nippon Paint, one
of the world’s leading paint manufacturers.

Identity Counsel conducted a detailed visual audit and

study of the category and the brand in determining the
way forward. The team detailed various options towards
the desired identity in planning the degree of change
required, which was aligned to the brands position.
Whilst it was agreed that the colors could remain the
same, elements of the identity were modified to stretch
and refresh the brands appeal towards a more
contemporized image.

Nippon Paint had a highly recognizable brand identity

but was leaning toward conservatism and older values.
In keeping with needs of today’s consumers, Nippon
Paint sought to modify its identity with an effort to
refresh, contemporise and synergise the face of the
brand across key markets in the APAC region.
Himalaya
Beyond The Ordinary, Over The Typical
Higher Than The Predicted, Atop The General
Filled With Emotions of Care And Comfort
In Inviting and Expansive Embrace
Assured In Every Detail
Experiences Raised To Heights Unimagined
Himalaya Is

Above All
Binjai Brew
We Stand Against Convention
We Encourage Provocative Conversations
We Ignite Dormant Imagination
We Share A Common Spirit of Freedom
We Revere The Bold
We Seek The Unknown
TITAN Xylys
Brand identity for one of India’s leading luxury watches,
Xylys from Titan.

Tata’s watch manufacturing company TITAN was looking at

launching a luxury watch in order to better respond to the
market environment. The market in India was dominated by
European/Swiss brands. The brand targeted a confident
new generation of achievers who lived by their own values.
Identity Counsel was engaged to create the new brand
identity to reflect this changing environment. The identity
had to reflect the new brand statement of ‘I do it my way’.
The symbol that followed was created as a frame-like logo
representing ‘focus’ and ‘individuality’. The colors and font
highlighted the premium nature along with it being bold and
sophisticated. The identity was then carried into the retail
environment and packaging.
Radar Tires
Partnered Radar Tires in its journey from inception to
being a fast growing global tyre brand in the value
segment.

Radar Tires, a design driven yet affordable flagship brand

from Omni United is today the worlds first tire brand to be
certified carbon neutral. Radar Tires is also one of the
few value segment brands that has made significant in-
roads in motorsport. Identity Counsel was a part of this
journey since its inception in 2006. From the brands
positioning, identity, manuals, road mapping, ideation
processes, films, website and digital programmes,
Identity Counsel’s enduring relationship was witness to
the rise of the brand to where it stands today.
WTP Furniture Company
A decade-long relationship with a premium furniture
company. A collaboration, which has included brand and
sub-brand identities, advertisements, websites,
strategy and catalogues.

Identity Counsel led the change with a complete and

thorough market diagnostic in developing the way
forward for WTP. The strategy was based on the insight
that every home says a little bit about the person living in
it with WTP having the range and quality to suit that
personality. The concept of ‘Furniture with Personality’
was created where every piece reflected a perfect
combination of style and substance. The communication
that followed ensured that the promise was consistently
and effectively delivered. With a focus on retail and
corporate sales, WTP has since grown into a 3 story
lifestyle store.
P&G Safeguard
Launch of Safeguard’s new core protection soap with it’s
upgraded formula in the Philippines.

Safeguard was launching it’s new core product which

was a significantly superior product, being the only soap
to provide protection against three types of germs.
The launch involved in-store, ambient , viral and digital
ideas. The use of social media saw a significant rise in
community and engagement. Several insights were
drawn and strategically expressed in different buckets
with key messages.
TESTIMONIALS
"Working with Identity Counsel has always been rewarding. They
have this unique ability to story-tell their ideas, both strategically and
in design. With UTU they were able to provide an inspiring and
insightful articulation of the brand and a refreshing identity that
brought the brand to life.”
Asad Jumabhoy CEO, UTU Pte Ltd.
"If you are looking for an agency who shows passion in what they do,
thrive success for your brand and meet the objectives with an
outstanding performance, Identity Counsel meets the benchmark."
Joan Liew – Founder, Fitness Factory
There are very few occasions when you find people you work with, truly
invested in your brand and business objectives. Working with Identity
Counsel has been one such experience. They were able to think deep
into our brand to get to the core by asking the right questions, reveal
hidden insights and were always committed to delivering the best
output.
I am thoroughly impressed with ICs empathy, professionalism and
generosity in acting as true partners to us through-out this process. We
are thankful to them for helping us better communicate our core
mission and values to our stakeholders through our new brand.
Sameer Narula– CEO, August One
“ Working with Identity Counsel has been a great pleasure. They were
able to dig deep, ask the right questions and uncover relevant insights.
They were able to succinctly and successfully bring out brand clarity
and an implementation strategy. Working with them, you are able to
get a keen sense of partnership and they work with you closely to drive
the brand forward. I really enjoyed working with the team as they are
so creative and the process established for our branding has indeed
been maximised. All my business contacts and clients are impressed
with the work and outcomes delivered by the team. ”
Yiru – Founder, GentleFoods
“Mohit and Gayatri have been invaluable partners in our first ever
expansion into India. As a business, one doesn’t attribute enough credit
to the role of the brand story, to this regard, IDC was able to create and
execute a brand strategy that was not only thoughtful and clear, but
adapted to a completely different culture of brand adaptation. Their
tireless efforts came to light as they were constantly tweaking logos,
stories and more complicated branding details, to express our story
accurately. I would wholeheartedly recommend their services, branding
is not as straight-forward as one thinks, but doing it well, like IDC has
done for us, had made all the difference in my arena of competition.”
Mimi– Founder, MIMI Homes