CONTINUING A PURPOSE DRIVEN TRANSFORMATION PROCESS

Singapore LNG

A sea change in strategy and a step change in identity to retain positive equity whilst creating a whole new way of communicating to external stakeholders.

SLNGbeforeafter

  • ISSUE
  • VISIONING & STRATEGY
  • RESEARCH & BRAND OPPORTUNITY
  • DESIGN & ACTIVATION
  • SCOPE
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • B2B
  • CORPORATE
  • PUBLIC SECTOR

CHALLENGE

With the internal launch of its new Vision and Values, reflecting its 5-Year Strategic Roadmap, Singapore LNG Corporation needed to review its external communications, to connect more intimately with stakeholders and industry partners. 

SOLUTION

The new visual identity underscores SLNG's goal to expand its role beyond terminal operations to catalyse and grow the larger LNG ecosystem in Singapore and beyond.

A new visual communications system deploying a "sliding button" as a graphic device signalled this transformational shift, with just a minor update to the corporate identity. By showing the larger impact of its role in powering businesses and communities and shifting the tone of voice and messaging from technical product communications to more emotive narratives that connect with stakeholder interests, the new visual system is more than a logo.

 secondary graphic device

IMPACT

The innovative spirit of SLNG runs through everything it does. It’s what keeps its people-driven, performance progressive, and goals ground-breaking. We captured that spirit in the narrative and visual system in comprehensive brand guidelines that aligned its bold new vision, with the new reality that SLNG is in the process of co-creating in the energy sector.