Opportunity: As a new joint venture between Tiong Seng and Ocean Sky, TSky needed a distinct brand that could establish its own position in Singapore’s competitive property market. The opportunity was to combine the expertise of both parent companies with TSky’s more nimble approach to designing and building thoughtful contemporary properties.
Insights: Tangible identified TSky’s strength in combining established engineering and construction experience with a close understanding of changing customer needs. This informed a customer-centric proposition supported by three brand attributes—Innovative, Efficient and Customer-focused—that guided both employee behaviour and the development of future properties.
Results: Tangible created a cohesive identity and communications system that expressed TSky’s forward-looking character across its website, marketing materials, building signage and property hoardings. The brand has since supported two boutique residential developments comprising 91 homes: the 52-unit Sloane Residences and 39-unit Cairnhill 16, both of which were fully sold. Cairnhill 16 was also named Top Boutique Development at the 2023 EdgeProp Singapore Excellence Awards.
The forward motion of the logo and graphic system was inspired by the innovative & forward-looking nature of the company. Tangible developed a suite of visual collaterals ranging from their website to uniforms which reflected the thoughtful personality of the new brand.
Tangible developed brand attributes for TSky that reflect desired employee behavioural traits:
Tangible developed building signage for TSky, as well as a property hoarding system for their future property developments.
Visit: TSKY
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Tangible Pte Ltd.
5 Purvis Street,
#02-08,
Singapore 188584
+65 6338 6320
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