Opportunity: With offices across 18 countries at the time of the project, Spire Research and Consulting combined international reach with deep local expertise, particularly across Asia. Unlike larger consultancies with standardised offerings, Spire provided bespoke, high-touch solutions across a broad range of capabilities. The opportunity was to clarify this distinction and align its international offices behind a refreshed brand.
Insights: Tangible identified that Spire’s strength was not simply being global, but applying local knowledge to help clients make better decisions. Its services were reorganised around three customer objectives—Market Entry, Market Growth, and Policy & Society—making the offer easier to understand without limiting its flexibility.
Results: Tangible positioned Spire around “The Knowledge to Decide”, supported by three corporate values, a clearer service architecture and a refreshed visual and verbal identity. The system was implemented across its website, communications and workplace touchpoints, giving teams across its network a more cohesive platform for delivering consistent, locally informed consultancy services.
Tangible developed Spire’s brand identity and Visual & Verbal Core Elements to align with their brand positioning and personality. The new symbol is a stylised jigsaw piece with a subtle ‘S’ to illustrate Spire’s ability to fit customer’s needs with the right solutions. The colour palette maintained the legacy Spire had with Orange but moved the brand forward to a calmer, more thoughtful palette. The Jigsaw linkage became a thematic visual device to link information together. Tangible then developed a suite of communication applications and designed the new website to integrate with the social media strategy.
Tangible developed Spire’s three Corporate Values to support their Global service delivery standards. Fortunately Zoom enabled Tangible to effectively engage Spire’s global management teams to engage in all key milestone work sessions.
Tangible developed Spire’s product menu after testing preferences with stakeholders. The list of capabilities under ‘Research & Consulting’ migrated to a customer centric menu that focused on objectives. Potential clients are introduced to three broad areas Spire cover: ‘Market Entry’, ‘Market Growth’ and ‘Policy & Society’. The product menu is then aggregated into capability areas, such as; ‘Industry Trends’ and ‘Market Trends’ with specific capabilities listed below. The results are that Spire can use the product menu to initiate discussion without leaping to specific capabilities under their offer.
Tangible developed reception signage for Spire together with conference call backdrops to ensure the brand was consistently implemented across key touch points.
Visit: SPIRE Research & Consulting
Schedule a free 30-minute consultation to find out how we can help with your brand.
Tangible Pte Ltd.
5 Purvis Street,
#02-08,
Singapore 188584
+65 6338 6320
Career Opportunities
