Opportunity: Established in 1990, North East Aircon is a Singapore-based, family-owned business that has been providing air-conditioning equipment, materials, and parts to the building industry for over 30 years. The sector largely operates traditionally, with tradesmen purchasing and collecting materials at North-East’s warehouse. North-East saw the imperative to update the brand by introducing e-commerce and creating a more distinct brand for their House-Brand; DNE.
Insight: Research highlighted the opportunity to position North East as the one-stop shop in Singapore. The Purpose & Values, presentation of the offer, updated communications and activation plan for both North-East and DNE have supported this growth.
Results: North East has positioned itself as a primary supply chain winner for Singapore's public housing sector, securing consistent contracts for major Build-To-Order (BTO) HDB developments and newly built private condominiums across the island. With stricter regulations regarding eco-friendly, low Global Warming Potential refrigerants, North East successfully expanded its product portfolio to offer PSB Certified, climate-friendly installation equipment and tools. This proactive compliance has made them a trusted partner for Singapore's evolving green building standards.
Dependability resonated with key stakeholders, so Tangible developed a refreshed Brand Identity and Visual & Verbal Toolkit to capture this personality. North-East’s symbol represents a ‘One Stop Shop,’ while DNE leveraged the Polar Bear as a symbol of strength and durability. In reviewing the brand, Tangible ensured the creation of a Messaging House targeting North-East’s key customer segments. Tangible then developed a communication activation plan aimed at driving traffic to the new website (also built by Tangible) and allowing users to experience the ‘Amazonification’ of air-conditioning. The website was designed to be both customer- and product-centric, with the homepage identifying key user types and presenting relevant information for each. The product pages focus on categories, comparisons, features, and call-to-actions (CTAs), making it super easy to find everything you need.
The values Tangible developed for North-East help shape their service philosophy and key messages for staff.
Tangible developed several brand architecture models to explore the relationship between North-East and DNE. We also created models to define North-East’s capabilities and product offerings. Ultimately, the website allows users to search for products using various filters, compare products, build a shopping basket, get in touch, and make purchases.
Tangible supported North East Aircon’s signage and OOH for their corporate office and warehouses in Singapore by providing brand-related communication, as well as signage design and fabrication specifications.
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Tangible Pte Ltd.
5 Purvis Street,
#02-08,
Singapore 188584
+65 6338 6320
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