ENVISIONING A NEW FUTURE

Singapore LNG

More than a new business growth strategy, pivoting as a company requires a purposeful brand strategy that rallies its people to get behind a new goal that all can believe in and contribute to.

  • ISSUE
  • VISIONING & STRATEGY
  • RESEARCH & BRAND OPPORTUNITY
  • BRAND ARCHITECTURE & NAMING
  • DESIGN & ACTIVATION
  • SCOPE
  • RESEARCH
  • STRATEGY
  • DESIGN
  • ACTIVATION
  • INDUSTRY
  • CORPORATE
  • INDUSTRIAL

CHALLENGE

After years of stabilising the operations of Singapore's first liquified natural gas (LNG) terminal to ensure Singapore's energy security, Singapore LNG Corporation Pte Ltd (“SLNG”) had reached an inflexion point:

To continue to grow, it had to expand its role beyond terminal operations to catalyse and grow the larger LNG ecosystem in Singapore and beyond. To do this, SLNG needed to galvanise staff teams to get behind the new vision and strategic roadmap. 

 

SOLUTION

Through a series of in-depth discussions with a cross-section of customers and external stakeholders, Activiste conducted co-creative sessions with management teams to arrive at a new Vision for the organisation. This was complemented by a new set of values to drive the right behaviours internally, and energise its people as they aligned themselves with the enlarged remit.

An internal engagement campaign and series of stewardship workshops to connect their day to day job and new cross functional teams, to the new vision kick-started the transformation process.

 slngvisiongif

 SLNG Main Image

 

Other branded campaign assets were also created for employees to ensure the campaign had a felt presence.

IMPACT

A staff survey was conducted after the stewardship workshops found that 86% of respondents understood the new Vision and Values, and were enthused with SLNG’s new direction. This compared favourably against the 55% of staff who initially did not understand or were ambivalent towards the new Vision and Values.

The journey towards SLNG catalysing new possibilities in the energy transition is well on its way. 

 

 

"Singapore LNG Corporation appointed Activiste to help recast our Vision and recraft a set of Values that would support our 5-year Strategic Plan.  In their one-on-one interviews with our key stakeholders comprising Board Chairman, CEOs of government agencies and private sector companies, (Activiste) were able to successfully engage them and draw out candid and useful insights that helped feed into our Visioning & Values process... The team researched and demonstrated an intelligent grasp of our business & challenges... astute in focusing on what really matters  - this meant a speedier turnaround time and alignment amongst the working committee.  We particularly appreciate their strong project management, creative output and ability to adhere to delivery deadlines and especially being available to listen to our feedback. Activiste also designed,  co-created and delivered our Vision & Values workshops to our employees. Passion and high energy would be the words to describe their ability to engage and energise participants – something difficult to do on a virtual platform. They would often go the extra mile to ensure that the work delivered was of the highest standard, and met the needs of their target audience."

Tan Soo Koong, CEO