In February 2021, it was announced that Temasek and Singapore Press Holdings Limited were merging their respective meetings, incentives, conventions and exhibitions (MICE) subsidiaries, SingEx Holdings Pte. Ltd (SingEx) and Sphere Exhibits Pte Ltd (Sphere Exhibits), to form a new regional MICE market leader.
Tangible engaged senior management, staff, partners and customers to test; preference drivers, positioning options, personalities, brand architecture scenarios, together with naming constructs. This ensured Senior Management and the Board of Directors had sufficient feedback to make informed decisions.
The most pressing issue for management was naming, as the new entity had to be registered and announced in June 2021. Tangible used our proprietary naming construct to elicit stakeholder feedback, so by the end of the discovery phase the name ‘Constellar’ had been selected. Tangible then developed the brand identity and Visual Core Element system that brought the name to life and reflected the Global ambition.
As Constellar is a merger of two existing businesses, aligning the culture was identified as a critical factor for success. After engaging employees during the discovery phase, Tangible developed a set of Core Values for Constellar to help shape both internal behaviour and communications for the brand. An inquisitive, curious & questioning personality was selected to encourage staff to embrace new ideas and opportunities.
Tangible developed alternative brand architecture models to test with stakeholder. The result was Constellar having two separate competencies: Venue Management & Consultancy and Event Development & Management. Under the event competency there are six focus areas that reflect the strategic ambitions of the business.
Visit: Constellar Holdings