ROCKWILLS IN SINGAPORE BECOMES PRECEPTS GROUP

Precepts Group

Rebranding in a management buyout, and the considerations needed to manage business continuity whilst fuelling future growth.

  • ISSUE
  • VISIONING & STRATEGY
  • BRAND ARCHITECTURE & NAMING
  • DESIGN & ACTIVATION
  • SCOPE
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • B2B
  • FINANCIAL SERVICES
  • CORPORATE

CHALLENGE

Rockwills International and its group of companies in Singapore underwent a management buyout from the Malaysia parent company in 2019. Although the Singapore business had operated under and grown the reputation of the Rockwills brand over a 10 year period, it needed to consider whether to retain a brand name it no longer owned, or whether to establish a new brand which would differentiate it from the Malaysian business.

SOLUTION

Careful consideration was given to the reasons for the MBO, chief of which being that the Singapore business would expand its training arm more aggressively in the region.

The MBO was an opportune time to launch the name change and new-look logo incorporating a tagline with accurately represents where the group is today and its vision for the future.

Their transformation is the result of an exhaustive rebranding project whereby we explored and re-defined their core values and value proposition - thus showing the industry exactly what the group stood for.

IMPACT

Activiste developed the name, identity and brand principles for the companies under PreceptsGroup International.

A ‘Precept’ refers to a rule, directive or principle, that guides one’s actions so the new brand name signalled the group's commitment in assisting clients to lay down the precepts of their intended legacy through instruments such as Wills and Trusts.

The new PreceptsGroup identity and visual system shown here drew inspiration from the Tembusu tree as a symbol of Asian strength and longevity.