Opportunity: Tiong Seng, listed in Singapore, is one of the region’s most innovative construction and property development companies. Unfortunately, employee attrition rates were traditionally high in this industry as staff moved on when construction projects were completed. Tiong Seng faced similar issues, and Tangible was brought in to help.
Insight: Tangible developed the brand and ideated internal initiatives aimed at reducing the attrition rates. This was followed by an external branding project that leveraged Tiong Seng's innovative culture to position the group as ‘Pioneers of Possibility'. Tangible has subsequently worked on multiple projects with the Tiong Seng Group.
Result: Tiong Seng Group achieved a successful financial turnaround and operational restructuring, extending its order book to S$494 million through to FY2028. Their precast business under Robin Village Development remains a highly profitable segment, successfully expanding sustainable, modular building methods internationally (such as supplying DfMA tech to Ghana)
The building & construction industry has gone through fundamental changes over recent years, so Tangible refreshed the visual and verbal toolkit to reflect their future forward approach. We also developed a corporate video to capture Tiong Seng’s unrelenting drive to evolve more effective building & construction techniques.
Ideation workshops focused on internal branding opportunities. The first was codifying the ‘Tiong Seng Way’ to ensure that the building and construction knowledge & learning were captured and shared effectively. The second was ideating the induction programme, aimed at engaging employees effectively during their first few weeks.
Tangible created the ‘TiongSeng Group’ and developed line-of-business brands for three key sectors. Tangible then aligned businesses within the group behind the group brand.
Tangible created a suite of environmental graphics to inform and inspire the workforce with their internal brand and how that should be delivered on-site.
Visit: Tiong Seng
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
