Case Study: Elevating Identity – A Strategic Brand Development Journey
- yokkeat
- May 26
- 3 min read
A local SME specializing in the supply, installation, and maintenance of elevator systems. With years of engineering experience and solid project execution in residential and commercial projects, the company had built a steady stream of business through referrals. However, facing growing competition and changing customer expectations, they recognized the need to redefine their brand strategy for greater market relevance and long-term growth.
Business Challenge
While the company enjoyed a good reputation for its reliability and technical competence, its brand lacked a distinctive voice in the marketplace. The brand name, carried historical weight but was inconsistently expressed across touchpoints, and there was no clear articulation of its core value proposition.
The leadership team acknowledged that a strategic brand development exercise was necessary to:
Uncover the brand’s core values and identity
Translate these into clear brand expressions
Align internal stakeholders around a unified brand vision
Differentiate from competitors in a mature industry
Our Approach
1. Brand Discovery & Stakeholder Workshop
We facilitated a strategic workshop with leadership and key team members to explore the company's DNA. Through structured exercises and group ideation, we uncovered: A consistent belief in innovation as a driver of progress Deep pride in engineering quality and technical solutions A collective aspiration to contribute meaningfully to the built environment of tomorrow This led to the crystallization of the core brand idea:
“Innovation Mind, Inspiring Future”
A powerful narrative that reflects the company’s commitment to forward-thinking solutions and elevating the future of urban mobility.
2. Market Research & Brand Audit
We conducted a competitive audit and interviewed key clients to assess Union Jack Elevator’s perceived strengths and blind spots. Key findings included: The company was seen as competent but “quiet” compared to aggressive new entrants Clients valued its practical, problem-solving approach, yet didn’t associate it with innovation The brand had potential to lead in modernization and intelligent lift systems if properly repositioned
3. Brand Framework Development
Building on the discovery insights, we defined the full brand strategy framework: Purpose: To shape the future of vertical mobility through intelligent solutions Vision: Shaping the industry where innovation knows no limits, and the future is brighter because of it. Mission: To empower individuals & organizations in breaking boundaries, inspiring creativity & driving progress and fostering a culture of limitless potential where every idea can have a chance to be transformed into a possibly brighter reality! Core Values: Innovation, Creativity, Collaboration, Impact We anchored the brand in the Creator archetype, positioning Union Jack Elevator as a visionary builder shaping new possibilities in vertical transportation.
4. Translating Strategy into Expression
We translated the brand essence into tangible expressions across all channels: A new brand promise: Smart Lifts. Smart Living. Messaging pillars aligned with key audiences (e.g., developers, property managers, architects) Tone of voice guidelines that balance innovation with technical assurance Refreshed visuals and content direction to inspire trust and forward momentum
5. Internal Brand Alignment
An internal brand induction session helped align the team with the new strategic direction. Staff were introduced to the “Innovation Mind, Inspiring Future” idea and equipped with talking points and behaviors that bring the brand to life in day-to-day interactions.
Results & Impact
The brand transformation energized both leadership and staff with a clear sense of purpose
A cohesive and strategic narrative now guides communications, proposals, and marketing
The company is better positioned to attract innovation-driven partnerships and modernisation projects
Clients responded positively to the renewed identity, citing a clearer understanding of Union Jack Elevator’s future-focused mindset
Conclusion
By embracing a strategic brand development process, the elevator brand transitioned from a traditional service provider to a brand that signals confidence, creativity, and change. The core idea—Innovation Mind, Inspiring Future—now serves as the company’s North Star, guiding its journey to redefine what elevator experiences can be.
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