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EM Services
Integrated brand positioning for Singapore’s leading township management company, reshaping public perception from a town council operator into a comprehensive estate management and engineering brand.
A Need for Change
Despite managing over 600,000 HDB residential units, 9,000 retail and shop units, 6,500 market and food centre stalls, and 400,000 vehicle parking lots in Singapore, awareness of the company was low, and this needed to be addressed as the group seeks to expand into the private sector and overseas.
Additionally, while the EM Services’ group of companies possessed a wide range of professional skill sets outside of Township Management, the full scope of its services and businesses including student accommodation solutions, were virtually unknown.
“Kim (Activiste) demonstrated professionalism and great passion in the review and repositioning of EM’s brand throughout the entire project… providing valuable insights and... sound recommendations that are aligned with EM’s objectives and desired outcomes in this rebranding project.”
Getting It Right, Together
A new positioning strategy and brand architecture were needed to reflect its business intent, unique strengths and scope.
Together with a new group identity, Activiste also developed three new subsidiary brands to reflect this: EM Engineering, EM Real Estate, and EM Learning. The latter is a training academy that adopts the latest learning techniques and technologies to raise the competencies and service quality of people in estate management.
“EM Services works on the basis of a partnership between our residents, tenants and partners that fosters a shared sense of ownership and belonging for our communities. We see ourselves as a part of our neighborhoods and communities, and everything that we do is focused around making our environments a better place for people to live, work, learn and play... In working together, we can gain a unique and deeper understanding of real issues so that we can, in turn, provide services and solutions that make a felt difference.”
Tony Khoo
Group CEO, EM Services
Making A Felt Difference in the Community
EM Services’ new corporate positioning is reflected in its refreshed identity, distinct visual communications system and re-developed brand architecture, allowing the organisation to build credible reputation in a coherent manner while embarking on its expansion strategy.
Galen Mendez (standing far left), Activiste’s Strategy Director at the EM Services seminar on township management and unveiling of its new identity in April 2018.
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