Championing the Built Environment: BCA
BCA - Champions of Singapore’s Built Environment
BCA leads Singapore’s built environment across regulatory affairs and industry transformation. While BCA wears many hats, it has developed many sub-brands to reflect them all. The branding opportunity was to align the agency behind a refreshed Vision, Mission & Values and review the brand architecture to ensure everyone is clear on BCA’s role — reinforcing its position as the Champions Singapore Built Environment.
Through thorough engagement with key stakeholders, Tangible helped refresh both the Vision, Mission & Values and the brand architecture. Tangible also developed the strategy and decision trees to align all BCA’s sub-brands. You will see the word “Champion” appear regularly, as this is BCA’s superpower; they truly are the Champions of the Built Environment.
Marketing & Communications
The brand personality of ‘thoughtful, measured and considered’ resonated with most audiences and was adopted for BCA. This became the tone of voice for all our Visual & Verbal Core Elements and communication templates. The BCA logotype was rebalanced with the symbol, and the symbol was redrawn with the progressive tower, now drawn in perspective. A messaging house and verbal identity complemented the communication templates and website design.
People & Culture
The three Values of ‘We Champion Excellence’, ‘We Champion Collaboration’, and ‘We Champion Sustainable Innovation’ became the values behind the employer value proposition. Tangible then developed a staff brand book and internal activation plan to ensure the new Vision, Mission and Values were inculcated throughout BCA.
Products & Services
Tangible developed and tested hypotheses for the presentation of their Lines-of-Business and the BCA brands (e.g., BCA Academy), BCA sub-brands (e.g., BCA awards) and those standalone brands that BCA drove (e.g., Build SG). The result was a clear brand architecture and decision trees that allow BCA to align their brands and develop new brands with clarity and objectivity.
Spaces & Places
Tangible developed the signage and wayfinding system for BCA to ensure consistent engagement with stakeholders across their different campuses.
